"Fueling decisions: The Power of Highlighting Short-term Consequences on Consumer Choice” - An experimental study aimed at investigating the impact of temporal framing on sustainable consumer choice within the fuel sector.

Abstract

This study investigated how the presentation of short-term consequences of unsustainable choices influenced consumer decisions compared to long-term or no consequences. Specifically, this study explored the impact of emphasising such consequences on the choice between HVO100 diesel and traditional diesel. The primary research question examined how short-term consequence emphasis affects consumer choice, with hypotheses suggesting that presentation of short-term consequences will increase the selection of HVO100 diesel. Additional hypotheses explore the roles of sustainability attitudes, perceived behavioural control, and social norms in shaping consumer preferences. To address these questions, an online experiment was conducted, complemented by a comprehensive survey. Key findings indicate that perceived personal benefits of sustainability significantly increase the likelihood of choosing sustainable options. Furthermore, presenting any consequences related to unsustainable choices enhances the probability of consumers opting for the sustainable alternative. The implications of these findings are multifaceted. Firstly, marketers could benefit from emphasising the personal advantages of sustainability, such as cost savings, health improvements, and overall personal benefits, to influence consumer behaviour. Additionally, leveraging the concept of perceived consumer effectiveness by reinforcing the impact of individual actions on environmental sustainability could further enhance marketing strategies. Campaigns promoting HVO100 diesel, for instance, could focus on improved fuel efficiency and long-term cost savings to resonate more effectively with consumers.