Monnier, ArnaudFaustini, Viola2025-08-282025-08-282025-01-312025-01-31http://hdl.handle.net/10362/187089In 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.engTemporal framingHealth benefitsPresent bias in consumer choicesShort-term rewardLong-term rewardsTemporal construal theorymaster thesis203990064