This position paper presents new research from the Arison ESG Center examining how psychological processes drive the adoption of sustainable consumption. Through extensive experimentation, Dr. Tevet and colleagues investigate the "spillover effect," where positive experiences with green products catalyze broader environmental behavior change.
The research identifies a critical pathway: when consumers voluntarily choose green products and have positive experiences, they develop a stronger environmental self-identity. This enhanced identity leads them to recommend sustainable products to others, creating a ripple effect in their social networks. Importantly, this positive cycle only occurs when consumers perceive their choice as autonomous rather than mandated.
Results from multiple experiments confirm that green product usage, when freely chosen, leads to more positive consumption experiences compared to conventional products. These positive experiences strengthen consumers' environmental self-identification and significantly increase their willingness to advocate for sustainable consumption.
For marketers, the findings suggest focusing on creating positive experiences rather than relying on external incentives. Key recommendations include improving green product visibility, leveraging authentic user reviews, and using gentle nudges to reinforce environmental identity. The research emphasizes addressing common barriers such as price perceptions and product quality concerns.
This study demonstrates that promoting sustainable consumption can be achieved through psychological engagement rather than mandatory measures. By understanding and leveraging these psychological mechanisms, small individual choices can transform into widespread market changes through social influence and behavioral reinforcement.
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