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

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  • Lembregts, Christophe
  • Cadario, Romain

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.

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  • Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-driven climate mitigation: Exploring barriers and solutions in studying higher mitigation potential behaviors," International Journal of Research in Marketing, Elsevier, vol. 41(3), pages 513-528.
    • Handle: RePEc:eee:ijrema:v:41:y:2024:i:3:p:513-528
    DOI: 10.1016/j.ijresmar.2024.04.001
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