Influence of the present bias in making purchases decisions

Abstract: In recent years, the environmental toll of global consumer culture has escalated, particularly in the electronics market with its rapid mobile device replacement cycles. Despite rising sustainability awareness, many consumers struggle to translate their values into purchasing decisions—a phenomenon known as the "attitude-behavior gap." This study examines the behavioral roots of this gap, focusing on present bias and the effectiveness of visual and textual cues emphasizing environmental consequences. The research employed two controlled experiments with a between-subjects factorial design using pre-tested stimuli. Experiment 1 examined the interaction between textual framing (positive vs. negative) and visually valenced cues (negative vs. positive). Experiment 2 focused on negative textual framing to test whether visual cues with varying emotional valences (positive, neutral, or negative) could mitigate the framing effect. UK participants were randomly assigned, and the dependent variable was the willingness to pay (WTP) for a new mobile device relative to an existing reference point. Findings reveal the distinct dominance of textual information over visual stimuli. Textual environmental framing significantly increased WTP, while image effects were negligible. Experiment 2 demonstrated that negative textual framing is so potent that even positive images fail to attenuate it, indicating that consumers purchasing complex products like smartphones rely on deliberate, fact-based processing while filtering out indirect visual-emotional cues. Furthermore, age emerged as a significant predictor, with older consumers showing a lower WTP for non-eco-friendly devices than younger ones. Ultimately, the study highlights textual framing and clear, detailed attributes as vital tools for encouraging green consumption and a circular economy.