Moral, wasteful, frugal, or thrifty? Identifying consumer identities to understand and manage pro-environmental behaviour

Moral motives are important for pro-environmental behavior. But such behavior is not only motivated by moral or environmental concerns. We examined what higher order motives, other than morality, may be important for understanding pro-environmental behavior, by studying consumer identities. In three studies (N = 877) four consumer identities were distinguished: moral, wasteful, frugal, and thrifty. Frugal and moral consumer identities were most salient and were the strongest predictors of pro-environmental behaviors, but in different ways. Frugality, which is related to, but distinct from thriftiness, was particularly important for behaviors associated with waste reduction of any kind (including money). The findings suggest that people adopt the same behavior for different reasons, in ways consistent with their consumer identities. People manage multiple consumer identities simultaneously, and environmental policy is likely to be more effective if it addresses these multiple identities.