Pollution actually stops us from making green choices…

Ming, Deng, and Wu found that “People are less willing to engage in PEB [pro-environmental behaviours] (e.g., purchasing pro-environmental products, recycling, sustainable travel, donation to environmental organizations) when air pollution is severe. . . . This is because the negative mood triggered by air pollution inhibits their willingness to engage in PEB.”   Yaxin Ming, Huixin Deng, and Xiaoyue Wu.  “The Negative Effect of Air Pollution on People’s Pro-Environmental Behavior.”Journal of Business Research, vol. 142, pp. 72-87, https://doi.org/10.1016/j.jbusres.2021.12.044

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