Explaining consumer climate engagement: a conceptual model and a typology based on social exchange and construal level theory

Consumer Climate Engagement (CCE) refers to the voluntary investment of personal resources—such as time, money, and effort—to combat climate change. Given its diverse forms, from minor behavioral adjustments to major lifestyle changes, understanding the mechanisms driving CCE is essential. Drawing on Social Exchange Theory (SET) and Construal Level Theory (CLT), CCE is conceptualized as an exchange process in which individuals evaluate perceived costs and benefits in relation to various stakeholders. Our model links these expected costs and benefits to CCE through the mediating role of CCE value, defined as the perceived net worth of engagement. We further introduce the perceived concreteness of costs and benefits as a key moderating mechanism and examine how relationship norms—particularly exchange-based versus communal orientations—shape engagement decisions. Finally, a typology categorizes forms of CCE based on their specific cost–benefit configurations, offering structured insights to inform more effective climate engagement strategies.