ArticleFrontiers in psychology2025
New year as a moment of change in pro-environmental product consumption: evaluating the habit discontinuity and self-activation hypotheses using a large UK retail dataset.
Article in Frontiers in psychology, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Introduction: The New Year, and the New Year's Resolution tradition, may establish January as a moment of personal change: when there could be a temporal landmark for making a "fresh start," a habit discontinuity, and value activation. As such, January may afford opportunities for personal pro-environmental lifestyle changes, such as by changing product choices. Method: To investigate this empirically, we analyzed existing data from a 2016 survey of retail customers ( Results: Our results confirmed that sales of self-enhancing health products were greater in January than in other months, but we found limited evidence for pro-environmental consumption in January, and no evidence to support the habit discontinuity or value activation hypotheses. Discussion: We discuss these results with respect to behavior change intervention potential and moments of change theory.
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