By-and-Buy: The Effect of Social Influence on Discounting of Environmental Outcomes

Climate change is characterized by delayed consequences, which cause people to discount future environmental outcomes and perceive that their consumption behaviors have no effect. This study measured participants' willingness purchase a sustainable clothing item given information the tipping point would be reached in six months, 1, 5, 10, 30, 80, or 120 years. In one condition, participants were told either 15 percent, 50 85 percent of others also clothing. another, was recommended close other, an acquaintance, recommendation given. The consequences actions framed as gain loss. 205 discounted more when small percentage acted similarly. There effect on type social tie gain-loss framing. These findings suggest informing few are acting pro-environmentally could detrimental policy makers marketers seek promote consumption.