Our findings are important from a marketing perspective
for the promotion of green consumerism. Egoistic product
attributes are important for one’s decision to go green, and
marketing strategies often focus on these aspects for the promotion
of any product. However, if the main aim is to promote
green consumerism rather than consumerism in
general, it is important that marketing strategies are able to
(1) communicate that the greener alternative of a product already
fulfils one’s egoistic motives or (2) activate biospheric
values in their communication. Examples of how to
activate biospheric values, for example, by priming or framing
messages, can be found throughout the literature (e.g. Verplanken
and Holland, 2002; Evans et al., 2013).