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Strength from the Past: How Nostalgia and Self-Construal Affect Consumers’ Willingness to Continue Participating in Sustainable Behaviors

Solving environmental problems is important for the sustainable development of human beings. And consumers play a key role in solving environmental problems. However, there are many challenges in promoting consumers’ participation in sustainable behaviors, such as “green fatigue”, ego-others trade-off, and “long-term perspective”. Starting from how to enable consumers to overcome challenges and participate more in sustainable behaviors, this research focused on the impact of cognition and emotion on sustainable consumption behaviors. More specifically, this research mainly explored how arousing consumers’ nostalgia will affect their continuous participation in sustainable consumption behaviors. Through three studies, current research found that nostalgia affects consumers’ willingness to participate in sustainable consumption behaviors, while nostalgia type and self-construal interact to influence consumers’ willingness to participate in sustainable consumption behavior, and collective efficacy and personal efficacy play a mediation role respectively.