This study investigates the effect of time horizon in patterns of green consumption. Previous studies have shown that consumer behavior is influenced by an individual’s willingness to delay or expedite receiving gains and losses (i.e., take a time horizon orientation). This paper describes the effect of short-term or long-term conditions in complying with green and not-green consumption. The paper also reports the results of an experimental study showing that time horizon plays an important role in driving consumer behavior, especially when green consumption is expected.
Keywords: Consumer behavior, green consumption, green products, time horizon, carsharing, experimental design.