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Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community-based climate action. Drawing on insights from consumer psychology, our framework identifies the psychological mechanisms that encourage and motivate people, both individually and collectively, to take climate action, thereby contributing to our understanding of how to advance social action and propel a social movement. Our climate action framework builds on: (1) individuals we describe as climate upstanders who rise up to take climate action with like-minded others, and (2) communities of climate upstanders who engage in collective action aimed at addressing the climate crisis. Our framework expands the field of consumer psychology by redefining the role of consumers to include the practice of social action and broadening the study of consumers to include collective, community-based action. We call on consumer psychologists to research individual and collective consumer practices related to social action and contribute to making social good central to the study of consumer psychology.

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