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Lan Xu(徐岚)、Nan Cui(崔楠):Cyclical Time is Greener: The Impact of Temporal Perspective on Pro-Environmental behavior
时间:2023-03-06    点击数:


The natural environment is deteriorating. However, humans have not slowed down their pace of resource depletion and environmental destruction. This research takes a particular path to understanding environmental consumption—through a focus on temporal perspective. Evidence from six studies demonstrates the positive effect of a cyclical temporal perspective, versus a linear temporal perspective, on consumers’ pro-environmental behavior. The research shows that individuals with a cyclical perspective are more likely to include the environment in the self, which leads to higher pro-environmental behavioral intentions and more pro-environmental behavior. This temporal perspective effect is attenuated for consumers already high on green values. The authors also examine a marketer-controlled moderator and show that consumers are more likely to purchase a pro-environmental product when they see a temporal-perspective-congruent promotional appeal. The research contributes to both the time perception and the environmental consumption literature and offers several practical implications for organizations to promote sustainable consumer behavior.

Keywords:temporal perspective, linear, cyclical, pro-environmental behavior, green values

该文于2023年3月刊登于市场营销顶级期刊(UTD-24)Journal of Consumer Research上,该期刊为bob在线登陆A类期刊。