Short time and long time in green consumption: the role of time horizon

Even if a general sensitivity to green consumption increased in the last years, consumers tend to postpone the adoption of green behaviors along the time. Basing on these considerations this paper will investigate the effect of time horizon construct – the time a consumer believes will elapse before he can experience the outcomes caused by his eventual choice – in compliance with green and not green products consumption. The paper reports the results of an experimental study showing that the time horizon of consumption decision plays an important role in driving consumers’ choice, especially when a “green” behavior is expected.