Can Insights from Dual-Process Theory Encourage Environmentally Conscious Purchasing Behaviour?

This paper investigates a possible influence of System 1 vs. System 2 thinking, as defined by dual-process theory, on the willingness-to-pay (WTP) for environmentally conscious consumer products. 237 individuals participated in an online survey that asked respondents to provide the maximum amount they would be willing to pay for an FSC-certified notebook. Participants were split into two treatment groups that were primed with either an emotionally-laden mind-set or an analytical mind-set. In addition, data was collected on various drivers of WTP. The Backer-DeGroot-Marshak method was used to incentivise respondents to provide truthful answers, and nine participants were randomly selected to win the notebook or a cash prize depending on their 'stated preferences'. Results show that priming System 1 vs. System 2 did not produce statistically significant differences in WTP. However, due to several limitations, it is difficult to draw definite conclusions. The relationship between DPT and ethical consumerism should be further investigated.