ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Consumer Proclivity For Sustainable Consumption: a Social Normative Approach Peter Voyer, University of Windsor, Canada Some consumers deliberately reject normative sustainable consumption behaviors, while simultaneously engaging in others that are not normative. To understand why, a causal model is developed and three studies are used to test it. Results suggest that a personality trait drives particular consumers to reject a behavior if perceived as normative. [to cite]: Peter Voyer (2015) ,"Consumer Proclivity For Sustainable Consumption: a Social Normative Approach", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 421-427. [url]: http://www.acrwebsite.org/volumes/1019503/volumes/v43/NA-43 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.