感觉更年轻,行动更环保:主观年龄对可持续消费的影响

D. C. Lee, Jungkeun Kim
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摘要

人们普遍认为,年轻一代在可持续发展方面走在前列。鉴于促进消费者更多地参与可持续消费的重要意义,这种看法引发了一个耐人寻味的问题:如果消费者将可持续发展与年轻人联系在一起,那么是否只要灌输一种年轻感,就能提高他们对可持续消费的参与度,而不管他们的实际年龄如何?基于以往对主观年龄(即感觉自己的年龄)和消费者身份的研究,我们提出,当消费者感觉自己年轻时,他们会倾向于购买可持续产品。这是因为这类产品非常符合他们的年龄认同感,从而产生一种契合感。三项研究的结果共同证明,只要让消费者感觉自己更年轻,就能增加他们对可持续产品的偏好。研究 1 表明,感觉自己更年轻会使消费者更多地选择可持续程度更高的产品,而不是可持续程度较低的产品。研究 2 表明,这种效应受感知契合度的影响。研究 3 进一步支持了这一基本机制,揭示了当可持续发展与年轻之间的关联减弱时,焦点效应也会减弱。研究 4 在结果选择环境中复制了焦点效应。最后,研究 5 利用特质主观年龄作为预测因子,证实了所提出的效应。
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Feeling younger and acting greener: The impact of subjective age on sustainable consumption
It is widely believed that younger generations are at the forefront of sustainability efforts. Given the significance of fostering greater consumer participation in sustainable consumption, this perception prompts an intriguing question: If consumers associate sustainability with younger individuals, can simply instilling a sense of youthfulness increase their engagement in sustainable consumption, regardless of their actual age? Building upon previous research on subjective age—that is, how old one feels—and consumer identity, we propose that consumers will gravitate towards sustainable products when they feel younger than older. This is because such products align well with their perceived age identity, creating a perception of fit. The findings across three studies provide converging evidence that simply making consumers feel younger can result in an increased preference for sustainable products. Study 1 demonstrated that feeling younger increased the selection of more sustainable products over less sustainable ones. Study 2 showed that this effect is mediated by the perceived fit. Study 3 further supported the underlying mechanism by revealing that the focal effect was mitigated when the association between sustainability and younger age was weakened. Study 4 replicated the focal effect in a consequential choice setting. Finally, Study 5 confirmed the proposed effect by using trait subjective age as a predictor.
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