Wean off green: On the (in)effectiveness of biospheric appeals for consumption curtailment
Abstract
Ecologically-friendly lifestyles such as Minimalism—living with less—are gaining attention in popular media outlets. However, it is unclear whether ecological concern is driving the popularity of these lifestyles, and how social marketing campaigns could leverage this consumer shift. This research examines whether living with less is equally encouraged by biospheric and egoistic appeals, e.g., reducing carbon emissions and reducing stress,...
Paper Details
Title
Wean off green: On the (in)effectiveness of biospheric appeals for consumption curtailment
Published Date
Jun 1, 2020
Volume
69
Pages
101415 - 101415
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