Purpose: People engage in green consumption for many reasons, both conscious and unconscious. This paper aims to draw on evolutionary psychology to propose that hard-wired mating strategies encourage both men and women to increase their green consumption in the presence of members of the opposite sex. Design/methodology/approach: Observations were…

Two experiments tested the idea that economic transactions among friends are influenced by a norm of generosity. Whereas a fairness norm ought to promote agreement in offers between buyers and sellers, a generosity norm should promote altruistic disagreements caused by sellers offering lower prices than buyers--a reversal of the well-known…