Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

Juhi G. Sarkar, Abhigyan Sarkar, Yogesh K. Dwivedi, M. S. Balaji

Research output: Journal PublicationArticlepeer-review

3 Citations (Scopus)


What would make the “elusive” green consumer actually choose sustainable products? This research draws from “dopamine hypothesis of reward” to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims. Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait-based and ability-based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products.

Original languageEnglish
Pages (from-to)2184-2199
Number of pages16
JournalPsychology and Marketing
Issue number11
Publication statusPublished - Nov 2022
Externally publishedYes


  • emotional intelligence
  • exercise
  • physical activity
  • sustainability claim
  • sustainable consumption

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


Dive into the research topics of 'Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption'. Together they form a unique fingerprint.

Cite this