In this article, we review research on the discrepancy between consumers' high self-reported interest in sustainable products and these products’ poor performance in the marketplace. We offer theoretically derived reasons for why framing sustainable products as “win-wins” (i.e., offering benefits to the self and to the greater good) might present a solution to this intention-behavior gap. Although prior research has typically found negative effects of win–win framing on sustainable consumption, we propose framing sustainable consumption as a win–win provides greater environmental, behavioral, and psychological benefits than framing it only in terms of benefits to the self or to the greater good. We discuss how these outcomes may operate due to differences in moral hypocrisy, licensing, and goal representation, and offer avenues for future research to test these moderators in an effort to improve the efficacy of win–win framing.

在本文中，我们回顾了关于消费者对可持续产品的高度自我报告的兴趣与这些产品在市场上表现不佳之间的差异的研究。我们提供了理论上的推导理由，说明为什么将可持续产品定义为“双赢”（即为自己和更大的利益提供利益）可能会为这种意图-行为差距提供解决方案。尽管先前的研究通常发现双赢框架对可持续消费的负面影响，但我们建议将可持续消费作为双赢框架提供比仅从对自己或对自身的好处来构建更大的环境、行为和心理好处。更大的好处。我们讨论了由于道德虚伪、许可和目标表示的差异，这些结果如何运作，