1 Business and Environment, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
This paper reports a study of mental prerequisites for the development of a sustainable con-sumption pattern. Based on cognitive dissonance theory it is hypothesized that when two environmentally relevant activities are perceived as similar, behaving in an environmentally friendly way in one of the two cases increases the propensity to behave in an environmen-tally friendly way in the other as well, and that this "spillover effect" depends on how mor-ally important behaving in an environment-friendly way is. Both hypotheses are confirmed with some qualifications. The most important policy implications are that the promotion of a sustainable consumption pattern can be facilitated by building an understanding among consumers of the common perspective (i.e., of the similarity) of behaving in an environ-mentally friendly way in different domains as well as by promoting the personal normative significance of behaving in an environmentally friendly way.