Consumer-driven climate mitigation: Exploring barriers and solutions in studying higher mitigation potential behaviors

Christophe Lembregts*, Romain Cadario

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

A systematic review of sustainable consumer behaviors in five prominent consumer research journals revealed that green behaviors with greater potential for climate mitigation (e.g., plant-based consumption) have not been broadly studied, indicating promising opportunities for future research. In an exploratory survey, we conceptually replicate this finding using a sample of consumer researchers with a general interest in studying higher-potential behaviors. We explore potential explanations, including researchers' focus on construct-to-construct mapping, preference for behaviors they personally experience or find easy to implement, lack of clear incentives to study higher-potential behaviors, and inadequate understanding of mitigation potential. To help shift consumer researchers’ focus on higher-potential behaviors, we offer concrete recommendations, such as proactively considering mitigation potential both as authors and reviewers, and utilizing phenomenon-to-construct mapping for enhancing theoretical contributions. In sum, this research will help interested consumer researchers to provide more relevant answers to the urgent challenge of climate change mitigation.

Original languageEnglish
JournalInternational Journal of Research in Marketing
DOIs
Publication statusAccepted/In press - 4 Apr 2024

Bibliographical note

Publisher Copyright:
© 2024 The Author(s)

Research programs

  • RSM MKT

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