Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

Abstract

What would make the "elusive" green consumer actually choose sustainable products? This research draws from "dopamine hypothesis of reward" to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims.Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait-based and ability-based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products.

Sustainable Consumption: Conceptualization and Characterization of the Complexity of “Being” a Sustainable Consumer—A Systematic Review of the Scientific Literature

“…[89] agrees with this by mentioning that there are at least 80 theories of behavior in different sciences of the subject (sociology, anthropology, psychology, and economics). This affirmation can be sustained by knowing the enormous amount of variables that affect the sustainable behavior of subjects, among which are: gender [6,15,[90][91][92], age [6], personality [48,[93][94][95][96], income [83,92,[97][98][99], access to information and analytical skills [2,38,82,100], family [54,101], society and its agents [55,56,79,81,102,103], technology and digital opinion [87,104], values [83], culture [3,67,[105][106][107], marketing initiatives [48], religion [52,53], physical activity [108], or crises, such as the COVID-19 pandemic [15,20,22], to mention a few. It highlights how even aspects linked to the perception of masculinity (o...…”