Green consumerism: moral motivations to a sustainable future

• We review green consumerism as a form of morally motivated behavior.
• We examine three levels of motivational factors: endogenous, exogenous, structural.
• We discuss licensing effects arising from engaging in green consumerism.
• We conclude with suggestions for a more inclusive approach to green consumerism.

Green consumerism embodies a dilemma inherent in many prosocial and moral actions — foregoing personal gain in favor of a more abstract, somewhat intangible gain to someone or something else. In addition, as in the case of purchasing more expensive green products, there is sometimes a very literal cost that may act as a barrier to engaging in green consumerism. The current review examines endogenous, exogenous, and structural factors that promote green consumerism. We also discuss its potential positive and negative spillover effects. We close by discussing areas of research on green consumerism that are lacking — such as the moral framing of green consumerism and the expansion of the cultural context in which it is defined and studied.