Abstract
The urgent calls for action on climate change underscore the importance of increasing sustainable behavior among individuals who have traditionally veered away from it, such as those on the political right. Utilizing data from four geopolitical regions across 24 countries, we explore whether vulnerability to natural disasters, brought on by either experiencing or anticipating a natural disaster, is a crucial factor. We find that as vulnerability to natural disasters increases, sustainable consumption intentions significantly increase among rightists in Western Europe, Israel, and the United States. Environmental motives, rather than economic or trend motives, are found to drive this effect. This suggests that, for rightists, the expectation of being directly impacted by climate change can override their established attitudes and foster more sustainable behavior with the goal of helping the environment. In contrast, the same increase in sustainable consumption intentions is weaker among leftists, who already embrace sustainable behavior. Interestingly, in Central and Eastern Europe, this interplay between political ideology and vulnerability to natural disasters is absent, highlighting the unique postcommunist context of this region. These findings underscore the necessity of tailored strategies for promoting sustainable behavior across regional contexts and provide vital insight into how sustainable consumption may increase among groups that have traditionally resisted it. In a quasiexperiment, we test the potential of an intervention using messages that highlight recent natural disasters in one's locality and demonstrate its effectiveness in pushing rightists toward sustainable consumption.