First Advisor

Jacen Greene

Date of Award


Document Type


Degree Name

Bachelor of Arts (B.A.) in Business Administration: Marketing and University Honors


Business Administration


Consumption (Economics), Consumer behavior -- Environmental aspects, Consumer behavior -- Social aspects, Social influence, Influence (Psychology), Marketing




This thesis describes overconsumption as a cause of climate change and environmental problems. It expands on the idea and definition of mindful consumption to include nine different consumer behaviors people can adopt to decrease their carbon footprint and harmful impacts on the environment. Research shows there is a value-action gap between what consumers value and their purchasing patterns. Therefore, this thesis demonstrates how to use the marketing tactic of social proof to change consumer behavior towards mindful consumption and close the value-action gap. Following suggested approaches of organizations applying social proof messaging to the nine mindful consumption practices, two case studies of researchers studying the influence of social proof messaging are included. This thesis aims to inspire readers to care and take responsibility for their personal and organizational impacts on the environment by changing consumption patterns.


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