(Non)Monetary Behaviors: How Morality and Status Shape Consumers’ Perceptions about Sustainable Actions
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Main Article Content
Cecília Souto Maior
Danielle Mantovani
Abstract
Objective: in response to the growing importance of environmental issues, more and more consumers are adopting a sustainable lifestyle. Therefore, it is important to understand the judgments and perceptions consumers form about the different possibilities of being sustainable. This study aims to investigate how consumers’ inferences about (non)monetary sustainable actions impact the judgments about the contribution of this action and about the actor responsible for the sustainable action. Theoretical framework: based on the costly signaling theory, this research investigates how consumers form judgments about (non)monetary sustainable actions. Method: Study 1 was a single factor (sustainable action: non-monetary vs. monetary) between-subjects design. Study 2 employed a 2 (sustainable action: non-monetary vs. monetary) by 2 (cost intensity: high vs. low costs) between-subjects design. In both studies, participants completed scales that measured the perceived environmental contribution of the action, the moral elevation of the actor performing the sustainable action, morality, and socioeconomic status. Results: consumers form more positive perceptions about non-monetary (vs. monetary) sustainable actions, making more positive inferences about environmental contribution and moral elevation. There is also evidence that morality shapes this effect. Given the actor’s self-investment imputed in a non-monetary action, these individuals are perceived as signaling more morality than those buying a sustainable product. Conclusions: although past research shows that buying a green product signals status, this study shows that it is not enough to trigger more positive inferences about the actor (moral elevation — admiration) and about the contribution of the action to the environment.
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Souto Maior, C., & Mantovani, D. (2022). (Non)Monetary Behaviors: How Morality and Status Shape Consumers’ Perceptions about Sustainable Actions. Journal of Contemporary Administration, 27(3), e220068. https://doi.org/10.1590/1982-7849rac2023220068.en
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Gershoff, A. D., & Frels, J. K. (2015). What makes it green? The role of centrality of green attributes in evaluations of the greenness of products. Journal of Marketing, 79(1), 97-110. https://doi.org/10.1509/jm.13.0303
Griskevicius, V., Tybur, J. M., & Bergh, B. Van den (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392. https://doi.org/10.1037/a0017346
Hardy, C. L., & Vugt, M. Van (2006). Nice guys finish first: The competitive altruism hypothesis. Personality and Social Psychology Bulletin, 32(10), 1402-1413. https://doi.org/10.1177/0146167206291006
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Hayes, A. F. (2018) Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Publications
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Hepburn, S. J. (2013). In Patagonia (clothing): A complicated greenness. Fashion Theory, 17(5), 623–645. https://doi.org/10.2752/175174113X13718320331035
Hoogendoorn, G., Sütterlin, B., & Siegrist, M. (2019). When good intentions go bad: The biased perception of the environmental impact of a behavior due to reliance on an actor’s behavioral intention. Journal of Environmental Psychology, 64, 65-77. https://doi.org/10.1016/j.jenvp.2019.05.003
Hüttel, A., Ziesemer, F., Peyer, M., & Balderjahn, I. (2018). To purchase or not? Why
consumers make economically (non-) sustainable consumption choices. Journal of Cleaner Production, 174, 827-836. https://doi.org/10.1016/j.jclepro.2017.11.019
Inzlicht, M., Shenhav, A., & Olivola, C. Y. (2018). The effort paradox: Effort is both costly and valued. Trends in Cognitive Sciences, 22(4), 337-349. https://doi.org/10.1016/j.tics.2018.01.007
Johnson, D., & Geisendorf, S. (2022). Valuing ecosystem services of sustainable urban drainage systems: A discrete choice experiment to elicit preferences and willingness to pay. Journal of Environmental Management, 307(1), 114508. https://doi.org/10.1016/j.jenvman.2022.114508
Johnson, S. G., & Park, S. Y. (2021). Moral signaling through donations of money and time. Organizational Behavior and Human Decision Processes, 165, 183-196. https://doi.org/10.1016/j.obhdp.2021.05.004
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Joshi, P., & Kronrod, A. (2020). Sounds of green: How brand name sounds metaphorically convey environmental friendliness. Journal of Advertising, 49(1), 61-77. https://doi.org/10.1080/00913367.2019.1696720
Karlin, B., Davis, N., Sanguinetti, A., Gamble, K., Kirkby, D., & Stokols, D. (2014). Dimensions of conservation: Exploring differences among energy behaviors. Environment and Behavior, 46(4), 423-452. https://doi.org/10.1177/0013916512467532
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Langan, R., & Kumar, A. (2019). Time versus money: The role of perceived effort in consumers’ evaluation of corporate giving. Journal of Business Research, 99, 295-305. https://doi.org/10.1016/j.jbusres.2019.02.016
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