Effects of Money Priming on Sustainable Consumption Attitudes

Abstract

Recognizing the importance of sustainable consumption in addressing the grave challenge of climate change, the present study investigates the effects of non-conscious exposure to money (money priming) on Sustainable Consumption Attitudes (SCAs). In two experiments we examine money priming's impact on SCAs and assess the role of materialism and altruism as mediating factors. In Experiment I money priming was found to increase materialism and decrease SCAs, although materialism did not mediate this relationship. Experiment II demonstrated that money priming decreased altruism and SCAs, with altruism mediating the effect of money priming on SCAs. We explain how these new research findings extend the existing body of knowledge on the role of money priming in shaping individual values and SCAs and discuss the implications of our results for consumer decision making, marketing strategy, and public policy. [GRAPHICS]