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Field lab on the psychological determinants of sustainable consumer behavior sustainable eating
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Resumo(s)
In the evolving landscape of consumer choices, sustainable food products represent more than
just a market trend—they embody a critical intersection of personal health, environmental
consciousness, and psychological decision-making. This study explores the influence of
temporal framing of health benefits on consumer choices for sustainable food products. Using
an experimental design, 240 participants were assigned to three groups: control, short-term
framing (treatment 1), and long-term framing (treatment 2). Surprisingly, despite expectations
drawn from theories like temporal discounting (Trope & Liberman, 2003) and present bias
(Laibson, 1997), the results revealed no significant differences in sustainable choices between
groups. However, green consumption awareness (Haws et al., 2014) emerged as a key predictor
of sustainable decision-making, suggesting that intrinsic values outweigh the impact of
framing. These findings challenge traditional assumptions about the power of temporal
messaging and emphasize the importance of personalized strategies in promoting sustainable
consumption.
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Palavras-chave
Temporal framing Health benefits Present bias in consumer choices Short-term reward Long-term rewards Temporal construal theory