“Yes You Can” – How to Reduce the Collective Action Problem For Sustainable Consumer Behavior

The collective action problem explains why consumers free ride on the sustainable behavior of others. Using one field and two online experiments, we show that a collective (versus individual) action framing reduces sustainable behavior and examine goal concreteness as moderator as well as perceived lack of self-efficacy as mediator.


Tobias Hinze and Magdalena Bekk (2020) ,"“Yes You Can” – How to Reduce the Collective Action Problem For Sustainable Consumer Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 406-407.


Tobias Hinze, University of Cologne
Magdalena Bekk, University of Cologne, Seeburg Castle University


NA - Advances in Consumer Research Volume 48 | 2020

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