Cyclical Time Is Greener: The Impact of Temporal Perspective on Pro-Environmental Behavior

Lan Xu, Shuangshuang Zhao, June Cotte, Nan Cui, J Jeffrey Inman and Ajay Kalra

Journal of Consumer Research, 2023, vol. 50, issue 4, 722-741

Abstract: 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 time; cyclical time; pro-environmental behavior; green values (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucad016 (application/pdf)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:50:y:2023:i:4:p:722-741.

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().