Salience Over Centrality? How Environmental Identity Drives Pro-Environmental Consumption

We investigate the relationships between environmental identity centrality, its salience and pro-environmental behavior. Five studies reveal a distinct influence of environmental identity salience and centrality, but no interaction between the two, on several types of self-reports and actual behaviors. Our findings bear implications for research aiming to promote pro-environmental consumption.


Sandor Czellar, Leila Rahmani, Simona Haasova, Valentina Clergue, and Christian Martin (2020) ,"Salience Over Centrality? How Environmental Identity Drives Pro-Environmental Consumption", 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: 1191-1191.


Sandor Czellar, HEC Lausanne, Switzerland
Leila Rahmani, HEC Lausanne, Switzerland
Simona Haasova, University of Lausanne
Valentina Clergue, HEC Lausanne, Switzerland
Christian Martin, National University of Ireland Maynooth


NA - Advances in Consumer Research Volume 48 | 2020

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