Quotation Penz, Elfriede, Hartl, Barbara, Hofmann, Eva. 2019. Explaining consumer choice of low carbon footprint goods using the behavioral spillover effect in German-speaking countries. Journal of Cleaner Production. 214 429-439.




The aim of the research was to investigate how to stimulate sustainable consumer behaviors that lead to a lowering of the carbon footprint. Because of environmental challenges at the individual and societal levels, researchers agree that behavioral change is necessary. We argue that when already performing a sustainable behavior, this behavior can spill over to other sustainable actions, even to more difficult ones. First, we studied whether a positive behavioral spillover occurs between product categories and whether the spillover effect depends on the ease or difficulty of the sustainable behavior. Second, we investigated whether high awareness of sustainability determines the spillover between categories. We conducted three online experiments in Central Europe, investigating whether spillover takes place between behaviors assigned to the same category (transport or food) or between behaviors assigned to different categories (transport or food). In all three studies participants had to make two independent decisions. In studies 1a (N = 281) and 1b (N = 195), the effect of the ease/difficulty of the behavior was tested. In study 2 (N = 164), awareness of CO2 emission reducing effects was manipulated. Findings revealed a behavioral spillover between sustainable choices.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Cleaner Production
Citation Index SCI
WU-Journal-Rating new FIN-A, INF-A, STRAT-B, WH-B
Language English
Title Explaining consumer choice of low carbon footprint goods using the behavioral spillover effect in German-speaking countries
Volume 214
Year 2019
Page from 429
Page to 439
Reviewed? Y
DOI https://doi.org/10.1016/j.jclepro.2018.12.270
Open Access Y
Open Access Link https://www.sciencedirect.com/science/article/pii/S0959652618339994?via%3Dihub


Growth and Sustainability - In Contradiction or a Chance?
Penz, Elfriede (Details)
Hartl, Barbara (Details)
Hofmann, Eva (Former researcher)
Institute for International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5320 Marketing (Details)
5502 Occupational-, industrial psychology (Details)
5504 Experimental psychology (Details)
5511 Social psychology (Details)
5517 Organisational psychology (Details)
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