Too Abstract to Act? Developing a Typology of Consumer Climate Engagement Based on Social Exchange and Construal Level Theory

Despite growing awareness of climate change, consumer engagement in climate-positive behaviors remains limited. This paper introduces a typology of Consumer Climate Engagement (CCE) that integrates Social Exchange Theory and Construal Level Theory to explain why engagement varies across behaviors and contexts. We conceptualize CCE as an exchange process influenced by the perceived level of concreteness of its costs and benefits. A two-dimensional framework distinguishes four types of engagement – each reflecting distinct cost–benefit configurations. A qualitative study on electric vehicle (EV) attitudes and adoption illustrates the Tangible Exchange type. Findings reveal that the costs and benefits associated with EV adoption are generally perceived as rather concrete, reflecting the tangible nature of this form of consumer climate engagement. Nevertheless, EV owners perceive both costs and benefits even more concretely than non-owners, suggesting that personal experience further reduces psychological distance. The proposed framework advances understanding of heterogeneous consumer engagement in climate action and serves as a conceptual starting point for practitioners seeking to design effective interventions to promote CCE.