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There is clear evidence that human beings have contributed to climate change through their patterns of consumption, and, it could be argued that, since we are part of the problem then we must be part of the solution. The apparently good news is that people report that they have very positive attitudes to environmentally-friendly products and they also consistently say that they are prepared to adapt their behavior to ameliorate the effects of climate change. However, numerous studies have found little behavior change on the part of consumers. This study investigates this critical issue experimentally. It does this by exploring whether self-reported attitudes to low carbon products, or alternatively implicit attitudes to such products (measured using an associative task and not requiring self-report), predict consumer choice of products varying on a range of dimensions including environmental consequences, in an experimental context where time for selection was also systematically varied. We found firstly, in line with previous research, that human beings have explicit and implicit attitudes that are not correlated. Secondly, in terms of brand choice, we found that consumers are particularly sensitive to both brand information and value in their selection of products, particularly under time pressure. Organic/eco brands are, however, much less favoured, especially under any time pressure, where processes that are more automatic prevail. Thirdly, color-coded carbon footprint information can influence choice even under time pressure but only for those consumers with a strong positive  implicit  attitude to carbon footprint. The conclusions from this research are that humans beings may well have a “divided self” when it comes to the environment and climate change, and this underlying “dissociation” in attitude (implicit versus explicit) might be critical to their behavior as consumers. This concept of the“divided self” may help us understand why relatively little has changed thus far with regard to more sustainable consumption, but might open up new lines of enquiry about how we might attempt to promote more sustainable consumption in the future.

Consumption and climate change: Why we say one thing but do another in the face of our greatest threat