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Warm glow is associated with low- but not high-cost sustainable behaviour

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  • Sander van der Linden

    (University of Cambridge)

Abstract

Why do people contribute to important societal causes, such as sustainability? This study hypothesized that people are motivated to help because they anticipate a sense of warm glow from acting green. Although results reveal that ‘feel-good’ affect mostly drives low- rather than high-cost behaviour changes, harnessing people’s intrinsic motivation to help the environment may be an underleveraged mechanism for promoting sustainability.

Suggested Citation

  • Sander van der Linden, 2018. "Warm glow is associated with low- but not high-cost sustainable behaviour," Nature Sustainability, Nature, vol. 1(1), pages 28-30, January.
    • Handle: RePEc:nat:natsus:v:1:y:2018:i:1:d:10.1038_s41893-017-0001-0
    DOI: 10.1038/s41893-017-0001-0
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    Cited by:

    1. Spears, Dean & Hathi, Payal & Coffey, Diane, 2019. "Willingness to Sacrifice for Climate Mitigation in Representative Samples of Indian Adults," IZA Policy Papers 147, Institute of Labor Economics (IZA).
    2. Christoph Engel & Paul A. M. Van Lange, 2021. "Social mindfulness is normative when costs are low, but rapidly declines with increases in costs," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 16(2), pages 290-322, March.
    3. Deniz Tunçalp & Nihan Yıldırım, 2022. "Sustainable Entrepreneurship: Mapping the Business Landscape for the Last 20 Years," Sustainability, MDPI, vol. 14(7), pages 1-21, March.
    4. Nathalie Spielmann, 2021. "Green is the New White: How Virtue Motivates Green Product Purchase," Journal of Business Ethics, Springer, vol. 173(4), pages 759-776, November.
    5. Dominik Bär & Stefan Feuerriegel & Ting Li & Markus Weinmann, 2023. "Message framing to promote solar panels," Nature Communications, Nature, vol. 14(1), pages 1-9, December.
    6. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    7. Ying-Kai Liao & Wann-Yih Wu & Thi-That Pham, 2020. "Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    8. repec:cup:judgdm:v:16:y:2021:i:2:p:290-322 is not listed on IDEAS
    9. Petra Lindemann-Matthies & Ellinor Hoyer & Martin Remmele, 2021. "Collective Public Commitment: Young People on the Path to a More Sustainable Lifestyle," Sustainability, MDPI, vol. 13(20), pages 1-18, October.
    10. Chan, Ho Fai & Moy, Naomi & Schaffner, Markus & Torgler, Benno, 2021. "The effects of money saliency and sustainability orientation on reward based crowdfunding success," Journal of Business Research, Elsevier, vol. 125(C), pages 443-455.
    11. Feng Dong & Yifei Hua, 2018. "Are Chinese Residents Willing to Recycle Express Packaging Waste? Evidence from a Bayesian Regularized Neural Network Model," Sustainability, MDPI, vol. 10(11), pages 1-24, November.
    12. Lohmann, Paul M. & Gsottbauer, Elisabeth & Doherty, Anya & Kontoleon, Andreas, 2022. "Do carbon footprint labels promote climatarian diets? Evidence from a large-scale field experiment," Journal of Environmental Economics and Management, Elsevier, vol. 114(C).
    13. Cheng, Xiu & Wu, Fan & Li, Wenbo & Yang, Jiameng & Long, Ruyin, 2024. "What maintains low-carbon consumption behaviors: Evidence from China," Renewable and Sustainable Energy Reviews, Elsevier, vol. 189(PB).
    14. Ralph Hansmann & Claudia R. Binder, 2020. "Determinants of Different Types of Positive Environmental Behaviors: An Analysis of Public and Private Sphere Actions," Sustainability, MDPI, vol. 12(20), pages 1-30, October.
    15. Claudia Arias & Jhon Mario Quiroga Beltrán & Javier Mauricio Martínez Ariza & Javier Bernardo Cadena Lozano & Miguel Angel Bello Bernal, 2022. "Pro-Circular Consumer Profile: An Approach to Their Identification and Characterization Based on the Components of the Value-Belief-Norm Theory," Sustainability, MDPI, vol. 14(13), pages 1-36, June.

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