Are you a sustainable product? Consumers' categorization of sustainable consumer goods

Abstract

The dissertation tackles the urgency for consumers to make eco-conscious choices in their daily lives. The central focus of this thesis revolves around consumer goods, a fundamental element of daily consumption that has substantial consequences for the environmental crisis. Its primary objective is to shed light on the complex process of categorization by which consumers classify products as environmentally friendly, particularly in the absence of a sustainability label. Current literature has identified several iconic cues consumers may incorrectly consider when categorizing a product as green; however, there is missing a systematic explanation of the psychological mechanisms process leading to the use of these cues and the processes whereby these cues influence green categorization and consumer preferences. Against this backdrop, I contend that consumers' lay theories guide the categorization process. Moreover, I defend that lay theories influence decision-making by affecting consumer emotions. A theoretical framework from the literature in different domains, such as concept formation, lay theories, and heuristics is developed. A qualitative study shows that three lay theories ("if it is traditional, then it is green"; "if it reminds me of nature, then it is green"; "if it is from a (perceived) small brand, then it is green") guide consumers attention to certain cues in green categorization. Finally, focusing specifically on the lay theory ("if it is traditional, then it is green") and throughout an experimental study, I investigate the emotional mechanisms and the conditions under which this lay theory influences greenness categorization and consumer preferences. I contribute to the sustainable consumption literature by presenting an integrative theoretical framework explaining the processes involved in categorizing products as green, engaging in the conversation about the categorization of green products putting forth a new lens, lay theories, and underscoring the role of emotions in influencing green judgments. The findings are also interpreted in light of Business Ethics and Corporate Social Responsibility literature, discussing how the consumer categorization of products as green has ethical and social responsibility implications for organizations, policy makers, and education institutions.