APS
29th APS Annual Convention · 2017
Scarcity Shapes Conservation Choices and Motivations
- Brandon Tomm
University of British Columbia - Sonya Sachdeva
US Forest Service - Jiaying Zhao
University of British Columbia
Abstract
The goal of the present study was to investigate how financial scarcity affects sustainable product choices and motivations. We found that scarcity increases pragmatic motivation and decreases environmental motivation for conservation. Moreover, product framing consistent with the motivation can boost sustainable product choice behavior.
Judgment and Decision Making
