Awe: part of the solution against global warming? Exploring the role of awe in sustainable consumer behavior

This study examines the influence of the emotion of awe on sustainable buying behavior. Building on previous awe research, VR was used to place participants in high and low awe-inspiring environmental settings. A survey was used to record awe’s effects. We hypothesised that awe would influence sustainable consumer behavior, perceived barriers to adopting such behavior, and several awe-components (small self, collective values, time perception, body boundaries and connectedness). While most results were found to be insignificant, the environmental condition had a marginally significant effect on collective values. Furthermore, feelings of small self were significantly correlated with sustainable consumer behavior. These findings indicate that there is a relationship between awe and sustainable consumer behavior, which could have a great impact on mankind’s struggle with climate change.