How Downward Comparisons Impact Pro-Environmental Consumption: Mediating Roles of Self-Evaluations and Self-Awareness

Previous studies show that people often feel more capable of prosocial behaviours after downward comparisons. However, there is limited research on how downward comparisons affect pro-environmental consumption. We conducted two online experiments to investigate the impact of downward comparisons on pro-environmental consumption under temporal (Study 1) and social (Study 2) comparisons in China. The results show that downward temporal comparison positively affected preferences for pro-environmental products. Downward social comparison increased both preferences and the willingness to pay for pro-environmental products. In terms of the mechanism, the temporal comparison effect was accounted for by self-evaluations and private self-awareness. Meanwhile, self-evaluations and both private and public self-awareness accounted for the social comparison effect. These findings underscore the importance of downward temporal and social comparisons on pro-environmental consumption within the cultural context of China. Our study establishes links between downward comparisons and pro-environmental consumption within the framework of the internal/external model and self-image/product-image congruity theory. The findings also have significant implications for designing tailored strategies aimed at incentivising pro-environmental consumption.