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Article
2025
Spillover in sustainable consumer behavior: a matter of commitment
Spillover in sustainable consumer behavior: a matter of commitment
Abstract (English)
Consumers express their commitment to environmental protection by engaging in a variety of environmentally protective behaviors. We thus suggest that strengthening consumers' commitment to environmental protection will cause behavioral spillover, which is the joint change in multiple environmentally protective behaviors. This idea differs from other spillover notions that draw on psychological processes that follow a change in a specific behavior. By reanalyzing data from a pre‐post treatment‐control quasi‐field experiment with customers of a retail company in which one group was exposed to a multiple‐component intervention over the course of 8 months, whereas the other was not, we corroborated a significant commitment gain in the experimental group ( n = 81) that did not occur in the control group ( n = 152). This commitment gain manifested in the expected spillover effect that mirrored the Rasch‐model‐implied likelihood gains in increasingly favorable behavioral expressions of people's commitment to environmental protection. This research complements existing models of behavioral spillover by providing theoretical and empirical arguments that strengthening consumers' commitment to environmental protection can result in spillover. In practical terms, focusing on people's commitment to environmental protection could thus be a promising avenue for directly promoting sustainable lifestyles.
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Journal of consumer behaviour, 24 (2025), 6, 3152-3168.
https://doi.org/10.1002/cb.70052.
ISSN: 1479-1838
ISSN: 1472-0817
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Henn, L., Kaiser, F. G., Adler, M., Elf, P., & Gatersleben, B. (2025). Spillover in sustainable consumer behavior: a matter of commitment. Journal of consumer behaviour, 24(6). https://doi.org/10.1002/cb.70052
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English
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300 Social sciences, sociology, and anthropology
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University bibliography
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Sustainable Development Goals
BibTeX
@article{Henn2025,
doi = {10.1002/cb.70052},
author = {Henn, Laura and Kaiser, Florian G. and Adler, Maximilian et al.},
title = {Spillover in sustainable consumer behavior: a matter of commitment},
journal = {Journal of consumer behaviour},
year = {2025},
volume = {24},
number = {6},
pages = {3152--3168},
}