Tidy Homes Have Green Walls: Uncovering the “Tidy = Sustainable” Association

In this research we uncover a tidy=sustainable association, which informs consumers’ evaluations and decisions. Across ten studies (N=2700), we find that consumers judge tidy (versus untidy) places, as well as objects within those places, to be more sustainable. We posit that consumers develop this learnt association because of the link through the multi-faceted concept of minimalism, which encompasses aspects related to aesthetics (as represented in spatial tidiness) and consumption (with impact sustainability outcomes). Supporting this mechanism, we show that spatial tidiness increases perceptions of minimalistic consumption practices—where consumers perceive tidy spaces as reflecting reduced number of possessions and mindful consumption—which in turn increases sustainability evaluations. Importantly, we show that the tidy=sustainable association operates bidirectionally, is amplified among consumers with higher minimalism values, and has downstream consequences on purchase, recommendation, and joint consumption decisions.