The natural environment is deteriorating. However, humans have not slowed down their pace of resource depletion and environmental destruction. This research takes a particular path to understanding environmental consumption—through a focus on temporal perspective. Evidence from six studies demonstrates the positive effect of a cyclical temporal perspective, versus a linear temporal perspective, on consumers’ pro-environmental behavior. The research shows that individuals with a cyclical perspective are more likely to include the environment in the self, which leads to higher pro-environmental behavioral intentions and more pro-environmental behavior. This temporal perspective effect is attenuated for consumers already high on green values. The authors also examine a marketer-controlled moderator and show that consumers are more likely to purchase a pro-environmental product when they see a temporal-perspective-congruent promotional appeal. The research contributes to both the time perception and the environmental consumption literature and offers several practical implications for organizations to promote sustainable consumer behavior.
Keywords：temporal perspective, linear, cyclical, pro-environmental behavior, green values
该文于2023年3月刊登于市场营销顶级期刊（UTD-24）Journal of Consumer Research上，该期刊为亚盘买球-apple app store-十大亚盘(No.1排行榜)A类期刊。