The psychology of consumer sustainability and environmentalism seeks to comprehend the psychological factors that influence consumers' choices and behaviors related to sustainability and environmental protection.

Social Identity Theory posits that consumers' environmental concerns and behaviors are shaped by their desire to conform to the norms and values of their social groups.

The Value-Belief-Norm Theory proposes that consumers' personal values, such as altruism and biospheric values, directly influence their sustainable behavior.

Greenwashing refers to the practice of misleading consumers about the environmental benefits of a product or service to make it appear more sustainable than it actually is.

The naturalistic fallacy is the cognitive bias that leads consumers to assume that products labeled as natural or organic are inherently better for their health or the environment, regardless of scientific evidence.

Green premium refers to the price premium that consumers are willing to pay for products or services that are perceived as sustainable or environmentally friendly.

Norm Activation Theory proposes that consumers' sustainable behavior is influenced by their perception of the effectiveness of their actions in addressing environmental problems and their sense of moral obligation to act.

Ethical consumerism refers to the practice of choosing products and services based on their social and environmental impact, rather than solely on their price or quality.

Moral obligation is the psychological factor that drives consumers' willingness to engage in sustainable behaviors, even if they involve personal sacrifices, due to their sense of responsibility towards the environment and future generations.

Sustainable consumption refers to the practice of choosing products and services that have a lower environmental impact and contribute to the long-term sustainability of the planet.

Confirmation bias is the psychological factor that leads consumers to seek information that confirms their existing beliefs and ignore information that contradicts them, which can result in overestimating the environmental benefits of a product or service.

Fair trade refers to the practice of choosing products that are produced in a way that ensures fair wages and working conditions for the people who produce them.

Personal values, such as environmentalism and social justice, are psychological factors that can motivate consumers to pay a premium for products that are perceived as being produced in a sustainable manner.

Eco-friendly consumption refers to the practice of choosing products and services that have a lower environmental impact and contribute to the long-term sustainability of the planet.

Environmental concern is the psychological factor that drives consumers' willingness to choose products that are perceived as being produced in a way that minimizes harm to the environment.