Interview with Amanda Pruski Yamin, Associate Professor at GEM

What does current research say about the relationship between nature and consumer behavior?

Amanda Pruski Yamin: There is still very limited scientific research on this topic. Most existing studies focus on the general benefits of nature for human well-being: exposure to natural environments tends to generate positive emotions, reduce stress and anxiety, and improve attention and cognitive performance.

However, whether—and how—these mechanisms influence purchasing decisions remains largely unexplored in the academic literature. The same is true in practice: retailers often incorporate plants or natural elements into their store design based on intuition or personal conviction, but there is no solid empirical evidence demonstrating their impact on consumer behavior.

What do you suggest to move research forward?

A.P.Y.: In our article, I propose a theoretical framework along with more than twenty research directions to better understand the links between nature and consumer decision-making. This involves studying a variety of consumption contexts.

For instance, consumption can take place indoors or outdoors—such as on a café terrace by a lakeside. Nature may be physically present, through plants, or symbolically evoked via images, soundscapes, scents, or other sensory cues.

It is also important to distinguish between different levels of influence: the point of sale, the product itself, or advertising communications. The psychological mechanisms at play are likely to differ across these contexts.

Your work draws on the theoretical framework of “semantic associations.” What insights does this provide?

A.P.Y.: The idea is that contact with nature activates a network of sensations, emotions, and concepts in our minds—such as pleasure, freedom, healing, or balance. Many of these semantic associations are closely linked to consumers’ goals when making purchasing decisions.

For example, consumers may seek to behave responsibly, take care of their health, or favor sustainable options over short-lived consumption. In other words, nature can activate motivations that play a role in consumer decision-making processes.

Is using nature as a tool to increase sales ethically questionable?

A.P.Y.: Research in this area is still in its infancy, so we should avoid drawing premature conclusions. We will likely uncover positive effects, but also counterproductive ones.

If I walk into a green, calming store environment, will I buy more impulsively—or, on the contrary, feel less inclined to engage in compulsive purchasing? If a brand builds a “100% natural” image, will that attract me or make me question its authenticity?

At this stage, there is simply not enough evidence to draw definitive conclusions.

Are you personally pursuing any of the research avenues you identify?

A.P.Y.: Yes. I am already conducting research on the interactions between nature and food consumption choices. In addition, together with GEM students, I am exploring another question: how are online purchasing decisions influenced by the presence of nature-related images, visuals, or sounds on commercial websites?

Publication

Haws, K. L., & Yamin, A. P. (2025). Seeing the forest through the trees and on tees: Nature and consumer decision-making.
Journal of Consumer Psychology, 35, 511–521.

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