Does a Paradoxical Frame Encourage Green Behavior in Consumers?

IF 12.5 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-03-11 DOI:10.1002/bse.4226

Francesco Testa, Natalia Marzia Gusmerotti, Vinicio Di Iorio, Marco Frey

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引用次数: 0

Abstract

Green consumption presents a unique challenge: While it advocates for environmental protection through purchasing choices and consumption habits, it can also create a psychological tension by merging two long‐standing sociocultural opposites, namely, consumption and environmental stewardship. Leveraging the paradox theory, we investigate whether the ability to navigate such a tension predicts green consumption. Our framework underwent testing in two studies. Study 1 scrutinizes Italian respondents (n = 1029), while Study 2 replicates the framework on a larger scale across France, Germany, Italy, Spain, and Poland (n = 5124), focusing on clothing. Both studies reveal that consumers capable of grappling with such a tension are more likely to engage in green consumption, including sharing and purchasing second‐hand, responsible use and disposal, and repairing. By introducing a new cognitive frame for green consumption that accommodates the plurality of goals and quantifying its impact, this research unveils the power of embracing tensions in consumption for the benefit of the planet.

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自相矛盾的框架会鼓励消费者的绿色行为吗？

绿色消费提出了一个独特的挑战：虽然它通过购买选择和消费习惯倡导环境保护，但它也可以通过合并两个长期存在的社会文化对立面，即消费和环境管理，来创造一种心理紧张。利用悖论理论，我们研究驾驭这种紧张关系的能力是否预示着绿色消费。我们的框架在两项研究中进行了测试。研究1仔细检查了意大利受访者（n = 1029），而研究2在法国、德国、意大利、西班牙和波兰（n = 5124）的更大范围内复制了该框架，重点关注服装。两项研究都表明，能够应对这种紧张关系的消费者更有可能参与绿色消费，包括分享和购买二手产品，负责任的使用和处理，以及维修。通过为绿色消费引入一个新的认知框架，该框架可以容纳多种目标并量化其影响，本研究揭示了为了地球的利益而接受消费紧张的力量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.