Influencing Intention for Sustainable Product Use Through Psychological Ownership, Inertia, and Scepticism.

Abstract

In order to limit global warming, we shift to a circular economy. The environmental benefits of this can only be achieved if people consume sustainably. Sustainable consumer behaviour is well-researched, but there is lacking knowledge on the specific aspect of using. We look into this caveat by researching influences on intentions for sustainable consumer behaviour among renters of trailers. This research investigates whether changes in psychological ownership, inertia, and scepticism can alter sustainable consumption behaviour-intentions of not overloading a rented trailer in an online scenario study. The results of a repeated measures ANOVA showed our sample (N = 107) had different intentions between conditions. Lowering scepticism increased intention through the use of guarantees targeting sustainable consumption. Our attempt at increasing inertia to decrease intention resulted in a reversed effect of our hypothesis, most likely due to compensation or social desirability. Psychological ownership was increased, but it did not increase intention, as it appears psychological distance to a target can inhibit the otherwise positive effect of psychological ownership. We recommend reducing scepticism to increase sustainable use behaviour-intentions and give recommendations for future research. Keywords: Sustainable consumer behaviour, intention, psychological ownership, inertia, scepticism, scenario/vignettes.