Consumers’ Attributions of Proenvironmental Behavior, Motivation, and Ability to Self and Others

A computerized survey (n = 1658) in The Netherlands shows that consumers attribute more proenvironmental behavior and motivation, but less ability, to themselves than to other households, the government, agriculture, and industry. Consumers believe that ability has a stronger effect, and motivation a weaker effect, on their own than on others’ behavior. In addition, consumers’ own behavior is influenced by the behavior and ability of other households. The authors offer implications for public policy and marketing communications.