Do sustainable products make us prevention focused?

In recent years, increasing attention is evident with regard to the depletion of natural resources, the development of “green” products and services and the sustainability practices of organisations. Building on Regulatory Focus theory (Higgins, Organ Behav Hum Decis Processes 69(2):117–132, 1997), we examine the difference between a promotion focus for marketing products and services (which emphasises attainment, achievement and advancement) and a prevention focus (which emphasises protection, security and responsibility). The results of three empirical studies show that (1) perceived sustainability practices of a company activate a prevention focus in consumers, (2) consumers make prevention-focused inferences about the products of a sustainable company, and (3) sustainable products are perceived to be better positioned if they are marketed with prevention-framed (vs. promotion-framed) appeals. This suggests that companies with sustainability-oriented practices and product offerings will be more effective if they use prevention-focused appeals in their marketing efforts. Implications for theory and practice are discussed.