Spillover occurs when one environmentally sustainable behaviour leads to another, often initiated by a behaviour change intervention. A number of studies have investigated positive and negative spillover effects, but empirical evidence is mixed, showing evidence for both positive and negative spillover effects, and lack of spillover altogether. Environmental identity has been identified as an influential factor for spillover effects. Building on identity process theory the current framework proposes that positive, negative, and a lack of spillover are determined by perceived threat (...) of initial behaviour and identity process mechanisms evaluating the behaviour. It is proposed, that an environmental behaviour change intervention may threaten one’s existing identities, leading to either (a) integration, (b) compartmentalisation, or (c) conflict between one’s environmental identity and non-environmental identities. Initial evidence for the proposed framework is based on a field intervention which included a meat reduction programme in a canteen of a medium size private sector company. Semi-structured interviews and an explorative visualisation method that aimed at assessing identity change were implemented with thirteen employees (i.e. intervention participants) before and after the intervention. The qualitative data was analysed by using thematic analysis via NVivo12. Results of the visualisation task and interview method provided initial evidence of direct and indirect positive contextual spillover effects, with comparatively less evidence a lack of spillover and a relative absence of reported negative spillover. This paper provides a novel theoretical approach, centred on identity process theory to enhance understanding of positive spillover, negative spillover, and the lack of spillover. (shrink)

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally-friendly consumption choices in a global context. This article investigates consumers’ willingness to pay more for environmentally-friendly products across 28 European Union countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how subjective knowledge about the product's environmental impact, environmental product attitudes, and the perceived importance of the products’ environmental impact influence consumers’ WTP more for (...) environmentally-friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one-size-fits-all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally-friendly products across EU countries. Business, marketing communications, and policy making implications are discussed. (shrink)

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact (...) influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed. (shrink)

Although research on corporate social responsibility has grown steadily, little research has focused on CSR at the individual level. In addition, research on the role of environmental friendly organizational citizenship behaviors within CSR initiatives is scarce. In response to this gap and recent calls for further research on both individual and organizational variables of employees’ environmentally friendly, or green, behaviors, this article sheds light on the influence of these variables on three types of green employee behaviors simultaneously: recycling, energy savings, (...) and printing reduction. An initial theoretical model identifies both individual and organizational variables that affect different types of green behaviors as a stepping stone for further research. The results reveal managerial implications and future research directions on the design of effective social marketing interventions that motivate different types of OCBs in the workplace. In particular, the results suggest that creating separate interventions for each type of environmental behavior, as well as for each organization, sector, and type of organization , is necessary. In addition, this research illustrates patterns of attitudes, perceptions, and behaviors by exploring individual and organizational variables and behaviors across seven different organizations belonging to different sectors. (shrink)