Mystery That Sells: Using Uncertainty to Spark Sustainable Consumption

ABSTRACT Sustainable products often face resistance due to consumers' present‐focused mindsets and sensitivity to price premiums. This research introduces uncertainty marketing , a strategically framed price ambiguity as a psychological intervention to bridge this gap. Drawing on Construal Level Theory, we propose that uncertainty increases psychological distance, thereby inducing abstract thinking that aligns with sustainable values. Across three experiments, we show that price uncertainty elevates purchase intention for sustainable goods, particularly when opacity is moderate and stakes are low. Importantly, we identify ambiguity tolerance as a key moderator: individuals high in ambiguity tolerance respond more positively to uncertainty, showing greater purchase intention. This work offers a novel framework for promoting sustainability through mindset shifts, highlighting uncertainty as both a cognitive and emotional lever for enhancing consumer engagement with sustainable products. The insights are particularly relevant for sustainable FMCG brands, eco‐friendly retailers, and e‐commerce platforms seeking to enhance engagement and adoption through innovative, cost‐effective promotional designs.