by Evelynn Devos, Mario Pandelaere and Anneleen Van Kerckhove
Positive cueing can lead to positive spillover effects under certain circumstances.
The impact of positive cueing is limited given it cannot be generalized over different product categories.
Sustainable choice options remain difficult to be seen as alternatives for their non-sustainable counterpart.
Overall, substitutability (at product level) of choice options is not predictive for pro-environmental choices.
Overall, consumers are highly unlikely to prefer a sustainable option over a tempting non-sustainable alternative.