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The limited impact of positive cueing on pro-environmental choices

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.

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