Signaling Nothing: Motivating the Masses with Status Signals That Encourage Anti-Consumption

Anti-consumption is arguably the most impactful environmentally friendly behavior but can be very challenging for consumers and antithetical to marketing. However, it may be possible for brands to support consumers in difficult anti-consumption actions. This paper demonstrates that a conspicuous signal communicating environmental motives can encourage anti-consumption, particularly for consumers least likely to do so without it. Real social media behavioral data and two experiments show that willingness to engage in anti-consumption practices can be enhanced with use of conspicuous anti-consumption signals, specifically for consumers low-to-moderate on environmental concern and moderate-to-high on need for status, while increasing willingness-to-pay. This type of consumer is unlikely to be intrinsically motivated to reduce consumption and much more common than extremely green consumers, potentially resulting in very large positive impact. If more brands support reduced consumption, the dominant social paradigm around marketing and ever-increasing consumption could begin to shift for the good of the planet.