Journal
JOURNAL OF CONSUMER POLICY
Volume 32, Issue 2, Pages 141-163Publisher
SPRINGER
DOI: 10.1007/s10603-009-9101-1
Keywords
Spillover; Pro-environmental behaviour; Campaigns
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The comfortable perception that global environmental challenges can be met through marginal lifestyle changes no longer bears scrutiny. The cumulative impact of large numbers of individuals making marginal improvements in their environmental impact will be a marginal collective improvement in environmental impact. Yet, we live at a time when we need urgent and ambitious changes. An appeal to environmental imperatives is more likely to lead to spillover into other pro-environmental behaviours than an appeal to financial self-interest or social status.
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