Age-Related Differences in Sustainable Consumption: The Role of Time Perspective

Consumers may vary significantly in their tendency to behave sustainably. Specifically, compared to their younger counterparts, older consumers seem less inclined to engage in environmentally friendly behaviors. Such an age-related tendency toward lower levels of sustainable behavior is of potential concern in today’s aging society. Three studies investigate such age-related differences in sustainable consumption and explore the role of time perspective. Study 1 reveals a negative association between consumers’ age and their engagement in sustainable consumption and shows that this association is mediated by individual time perspective. Study 2 focuses on older consumers (aged 65+) and shows that those with a longer time perspective are more likely to make sustainable choices. Finally, Study 3 was an experiment with older respondents that manipulated their time perspective to demonstrate that situationally inducing a longer time perspective increases sustainable choice. These findings contribute to the literature on older consumers’ behavior and sustainable consumption, offering implications for companies and policymakers interested in promoting sustainable behaviors among the elderly.