April 23, 2014

Does the ‘self-prophecy effect’ precipitate our sustainable choices?

Concordia research reveals new reasons why consumers buy environmentally friendly products

Whether it’s recycling, composting or buying environmentally friendly products, guilt can be a strong motivator — and not just on Earth Day.

New research from Concordia's John Molson School of Business (JMSB) published in the Journal of Business Ethics proves that merely asking ourselves, or predicting, whether we will engage in sustainable shopping behaviour can increase the likelihood of following through, especially when there's an audience.