Social Identity-Based Barriers to Pro-Environmental Consumer Behavior

Understanding factors that influence various consumers and their willingness to participate in environmental causes is increasingly important. We demonstrate that social observability negatively impacts current and future pro-environmental willingness for consumers low (but not high) in environmentalist social identity due to the threat of being misclassified into unwanted social identities.


Frank Gregory Cabano, Noelle Nelson, and Rachel McDonald (2019) ,"Social Identity-Based Barriers to Pro-Environmental Consumer Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 479-480.


Frank Gregory Cabano, University of Texas at El Paso, USA
Noelle Nelson, University of Oregon, USA
Rachel McDonald, Columbia University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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