Consumer Green Behaviour – An Account from Evolutionary Psychology Perspective

Concerns about sustainability lead marketers to explore what drives green behaviour. This research explores how people’s purchasing intention for green products is influenced by their evolutionary instincts. Three studies with participants from Malaysia and the U.S. suggest that advertisements evoking thoughts of family increase green purchase intention more than those focusing on romantic relationships. This happens because people feel more responsible for the environment. This effect is even stronger when people are in a mindset that focuses on avoiding environmental losses. These findings help marketers and policymakers design strategies that encourage more eco-friendly purchases using family-focused evolutionary cues.