Nudging consumer towards sustainable consumption choices: effects of psychological distance perceptions.

Government and not-for-profit agencies frequently encourage adoption of ecologically friendly packaging. This study adds to knowledge by understanding more about self-reported (i.e., explicit) and automatic (i.e., implicit) evaluations that may encourage/inhibit consumers’ sustainable food choices. In addition, we seek to contribute important insights into the effectiveness of different message appeals in motivating consumers to engage in sustainable consumption choices. The findings confirmed positive implicit and explicit attitudes towards compostable packaging across two different food categories. Study 1 also showed a dissociation between implicit and explicit associations which informs approaches to nudging changes in consumers’ behaviour towards choice of packaging. Study 2 confirms that a message framed as environmental matched with a more abstract mind-set produces more positive attitudes and intentions toward a sustainable packaging.