...Lars-Olof Johansson; Isak Barbopoulos; Lars E. Olsson Purpose This paper aims to examine how social and moral salience influences the activation/deactivation of consumer motives and how this in turn affects costly pro-environmental consumer behavior. Design/methodology/approach In two...

... and construct validity. Research limitations/implications – The present research shows that consumer motivation is multi-dimensional, and that a distinction should be made not only between higher-order utilitarian, hedonic and normative determinants but also between their corresponding sub-goals...