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

Author

Listed:
  • Lan Xu
  • Shuangshuang Zhao
  • June Cotte
  • Nan Cui
  • J Jeffrey Inman
  • Ajay Kalra

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.

Suggested Citation

  • Lan Xu & Shuangshuang Zhao & June Cotte & Nan Cui & J Jeffrey Inman & Ajay Kalra, 2023. "Cyclical Time Is Greener: The Impact of Temporal Perspective on Pro-Environmental Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(4), pages 722-741.
  • Handle: RePEc:oup:jconrs:v:50:y:2023:i:4:p:722-741.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucad016
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    Cited by:

    1. Li, You & Wu, Shuilong & Yuan, Yongna & Hu, Zekun, 2024. "How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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