The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective

Abstract

This research applies Cognitive Energetics Theory (CET) to explain when and why consumers engage in sustainable behavior. Across six studies, we find a positive interaction effect of arousal and openness-to-change on sustainable behaviors. In particular, openness-to-change (vs conservation) increases the likelihood of engaging in effortful sustainable behaviors in a high-arousal state rather than in a low-arousal state. Interestingly, our results reveal that this interactive effect is explained by the tendency of consumers to believe that the target sustainable behavior requires less effort, when they are in a high-arousal state and endorsing openness-to-change. Moreover, perceived effort is positively related to sustainable behavior for experienced consumers but negatively related to the behavior for less experienced consumers. In addition, the effect of value and arousal on perceived effort is stronger among less experienced consumers but attenuated among more experienced consumers. Thus, arousal can serve as a catalyst to enhance value-consistent sustainable behaviors and help the less experienced consumers form habits. These findings contribute to CET by highlighting the important roles that values and arousal play in the motivational forces that drive and restrain sustainable behaviors. The results improve our understanding of how to motivate value-consistent sustainable behaviors, with implications for both marketers and policy-makers.