Habitual and Value-guided Purchase Behavior

Society increasingly requests that individuals adopt environmentally benign behavior. Information campaigns purported to change people's attitudes are often regarded as prerequisites to installing such changes. While such information may be a necessary step, it is not sufficient by itself. We argue that many everyday behaviors with environmental consequences are habitual, and that little attention is given to information directed toward changing these habitual behaviors. In other instances, behavior is guided by values in a more reflective process. However, other information besides environmental consequences may draw a person's attention and affect behavioral choice. Using surveys and experimental studies targeting consumer behavior, we studied under what conditions different kinds of information is likely to influence people with varying levels of environmental concern. Based on results from these studies, implications for behavioral change are discussed.