Rooted in Responsibility: How Evolutionary Cues Influence Green Consumption?

Lee, Yee Qin, Ewe, Soo Yeong, Malik, Sumit ORCID: 0000-0003-3913-6645 and Watabe, Motoki (2026) Rooted in Responsibility: How Evolutionary Cues Influence Green Consumption? PSYCHOLOGY & MARKETING, 43 (10). pp. 2855-2870. ISSN 0742-6046, 1520-6793

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Abstract

Growing concerns about sustainable consumption have prompted marketers to identify drivers of consumers' green decision-making, yet limited research has explored the effect of evolutionary cues on green consumption. Drawing on evolutionary psychology and regulatory focus theory, this research examines whether long-term (vs. short-term) partner evolutionary stimuli influences green consumption outcomes. Four experimental studies, conducted in Malaysia, the U.S., and the U.K., demonstrate that long-term (vs. short-term) partner evolutionary stimuli lead to higher green purchase intentions and incentivized eco-friendly product choices driven by perceived environmental responsibility. This effect is stronger when the messaging has a prevention focus (i.e., losing an opportunity to protect the environment) than a promotion focus (i.e., gaining the opportunity to protect the environment). Specifically, long-term partner stimuli (e.g., family-focused imagery) combined with prevention-focused messaging influences green consumption outcomes through perceived environmental responsibility. These findings contribute to the green marketing literature by highlighting the combined influence of evolutionary cues and message framing and have implications for socially responsible marketers and policymakers in promoting green consumption.

Item Type:	Article
Uncontrolled Keywords:	evolutionary psychology, green consumer behavior, green marketing, regulatory focus
Divisions:	Faculty of Humanities & Social Sciences Faculty of Humanities & Social Sciences > School of Management Faculty of Humanities & Social Sciences > Faculty of Humanities & Social Sci (All T&R Staff) Faculty of Humanities & Social Sciences > School of Management > School of Management (T&R Staff) Faculty of Humanities & Social Sciences > School of Management > Marketing (ULMS)
Depositing User:	Symplectic Admin
Date Deposited:	06 Jul 2026 08:27
Last Modified:	19 Sep 2026 07:36
DOI:	10.1002/mar.70206
Related Websites:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3199285
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