Three Barriers to Sustainable and Ethical Consumption and Remedies to Overcome Them

The climate crisis cannot be addressed without demand-side solutions. Although sustainable and ethical options are increasingly available, consumers do not always respond in ways that support environmental and social goals. This dissertation identifies three psychological barriers that inhibit sustainable consumption and proposes actionable interventions to overcome them. The first essay shows that consumers believe the emotional benefits of ethical consumption (i.e., warm glow) fade quickly, discouraging the adoption of ethical products designed for long-term use. The second essay demonstrates that consumers expect expensive products to be ethical, which weakens the signaling value of ethical attributes at higher price levels. The third essay shows that consumers often overlook the environmental implications of delivery speed, reducing their likelihood of choosing slower and more sustainable options. Across these contexts, the dissertation identifies practical remedies that shift consumer behavior. By uncovering how beliefs, expectations, and consideration blind spots shape sustainable consumer choice, this work highlights how consumer psychology can help transform sustainability from a distant ideal into an everyday practice.