Does a Paradoxical Frame Encourage Green Behavior in Consumers?
研究提出并验证了能容纳消费与环保这对矛盾的认知框架，发现善于处理这种心理张力的消费者更可能参与绿色消费，如购买二手、负责任使用和修理。
ABSTRACT Green consumption presents a unique challenge: While it advocates for environmental protection through purchasing choices and consumption habits, it can also create a psychological tension by merging two long‐standing sociocultural opposites, namely, consumption and environmental stewardship. Leveraging the paradox theory, we investigate whether the ability to navigate such a tension predicts green consumption. Our framework underwent testing in two studies. Study 1 scrutinizes Italian respondents ( n = 1029), while Study 2 replicates the framework on a larger scale across France, Germany, Italy, Spain, and Poland ( n = 5124), focusing on clothing. Both studies reveal that consumers capable of grappling with such a tension are more likely to engage in green consumption, including sharing and purchasing second‐hand, responsible use and disposal, and repairing. By introducing a new cognitive frame for green consumption that accommodates the plurality of goals and quantifying its impact, this research unveils the power of embracing tensions in consumption for the benefit of the planet.