Hippies, greenies, and tree huggers: how the “warmth” stereotype hinders the adoption of responsible brands

Past research has highlighted the difficulty faced by responsible consumers, individuals who wish to make environmentally and socially responsible consumption choices. Individual buyers, it is argued, act within a network of structural and social relationships that make responsible alternatives intrinsically hard to pursue. This paper maintains that one such barrier is the perception that users of responsible brands are not worthy of social emulation. Consumers are less likely to adopt brands positioned explicitly on their positive environmental or social credentials because of the stereotypes attached to the users of these products. Two empirical studies demonstrate that users of responsible brands are perceived as stereotypically warm. Warmth, however, is not an appealing feature in a consumption context. Warm groups are not envied and envy plays a central role in fueling a desire to emulate a consumption group. The study is the first to examine the possibility that a group-level stereotype limits the potential attractiveness of responsible brands. The significant implications of this insight for both scholarly research and marketing practice are examined in detail. The presence of a warmth stereotype, which has a negative influence on the social perception of responsible brands, suggests that the development of niches of responsible or ethical consumers is intrinsically problematic.