Global Identity and Preference for Environmentally Friendly Products: The Role of Personal Responsibility

This research tests the idea that a salient global identity positively affects people’s willingness to pay for environmentally friendly products. Results from a large-scale multi-nation survey ( N = 75,934) as well as two studies ( N = 322) conducted in Singapore supported this prediction. We found that participants with a more (vs. less) dominant global identity indicated greater support for environmentally friendly products and exhibited...