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The purpose of this paper is to empirically test the effects of regulatory focus (RF) orientation (promotion/prevention) on decisions to purchase green products. The two experimental studies conducted aimed to test whether individuals in a prevention (promotion) state were more (or less) inclined to buy green products.

To test the effect of RF on green and non-green consumption, the authors carried out two experimental studies (one considering a service – car sharing – the other a physical product – a laundry detergent). The studies are 2 (RF: prevention vs promotion) × 2 (product type: green vs non-green) between factorial design involving 196 and 92 participants, respectively.

Promotion-focus has a powerful influence on green consumption. In both studies, individuals with a promotion focus seemed to be more inclined to buy green products as opposed to individuals in a prevention state.

The main limitations of this study first relate to the results of the two experiments. Even though both studies showed that promotion-focused rather than prevention-focused individuals are more inclined to buy green products, the differences between the two orientations in green condition are not statistically significant. As a result, the studies cannot determine whether to reject or accept the two main hypothesis.

This paper provides some preliminary indications that could be useful to encourage consumers to adopt “green” styles of consumption. Focusing on an individual’s RF is a useful strategy to induce them to change their consumption choices abruptly. Relying more on a “promotion” rather than a “prevention” focus, individuals would be compelled to take immediate responsible behavior.

This paper aims to fill the gap on the role of RF in green consumption. Contrary to the accepted idea that a prevention state is more compatible with consumer ethics than promotion state, the studies showed the controversial role assumed by a prevention state in green consumption.