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De-stigmatizing the "win-win:" making sustainable consumption sustainable
Kelly Goldsmith1, Caroline Roux2, Ali Tezer3
1Owen School of Management, Vanderbilt University, 401 21st Ave S. Nashville, TN 37203, USA.
Current Opinion in Psychology
|April 16, 2022
Summary
Framing sustainable products as "win-wins" can bridge the gap between consumer interest and purchasing behavior. This approach offers greater environmental, behavioral, and psychological benefits, boosting sustainable consumption.
Area of Science:
- Consumer Behavior
- Environmental Psychology
- Marketing
Background:
- Consumers express high interest in sustainable products, yet market performance is often poor.
- This discrepancy highlights an intention-behavior gap in sustainable consumption.
- Existing research on framing sustainable products has yielded mixed results.
Purpose of the Study:
- To explore theoretically derived reasons for the intention-behavior gap in sustainable consumption.
- To propose "win-win" framing (benefits to self and greater good) as a solution.
- To investigate the potential of win-win framing to enhance environmental, behavioral, and psychological benefits.
Main Methods:
- Review of existing research on consumer interest in sustainable products.
- Theoretical analysis of framing effects on sustainable consumption.
- Exploration of moderators such as moral hypocrisy, licensing, and goal representation.
Main Results:
- Win-win framing is proposed to offer greater benefits than self-benefit or greater-good framing alone.
- Potential mechanisms include differences in moral hypocrisy, licensing, and goal representation.
- Prior research has often found negative effects of win-win framing on sustainable consumption.
Conclusions:
- Win-win framing may effectively bridge the intention-behavior gap for sustainable products.
- Understanding moderators is crucial for improving the efficacy of win-win framing.
- Future research should test these moderators to optimize sustainable consumption strategies.
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