The goal of this project is to provide reproducible and robust findings on the ‘green’ intention–behavior gap, a phenomenon emanating when intentions translate only to a limited extent into actual sustainable consumer behavior (Frank & Brock, 2018). Up to now, researchers have attributed discrepancies in the ‘green gap’ to theoretical or methodological inconsistencies (Morwitz & Munz, 2021; Sheeran, 2002). We aim to shed light on the magnitude of the ‘green’ gap by (1) investigating the variability of results when multiple research teams analyze the same large-scale data set and by (2) investigating social processes shaping the production of scientific results.

The replicability crisis has shaken trust in scientific findings across many fields (Auspurg & Brüderl, 2021; Malich & Rehmann-Sutter, 2022; Peterson & Panofsky, 2023). Big team science offers a fresh way to tackle this by systematically examining how research decisions—those “degrees of freedom” researchers use in designing, analyzing, and reporting studies—impact results (Wicherts et al., 2016). It’s all about bringing transparency and reliability to the forefront of research.

The marketing discipline has yet to fully embrace the potential of metascience research to enhance the reproducibility and robustness of its findings. By combining quantitative analysis with qualitative insights, we can uncover hidden factors that often get overlooked and explain why results vary. This comprehensive approach not only strengthens the foundation of marketing science but also sparks new ideas and more impactful advancements.

To participate in our project, teams must meet the following criteria:

• At least one team member needs a master’s degree in business administration, psychology, or a related field.
• There should be a minimum of two and a maximum of three researchers per team.
• Each researcher can only be a member of one team.
• Each team nominates one member to conduct an ethnographic diary study of the research process.
• Each member of a research team needs to register separately. To identify you as a team, please provide us with a consistent team name.

Importantly, we apply a multiple-blind procedure. This indicates that researchers from the analysis teams and the investigators from this project are not allowed to disclose any information on their part to any other researcher until all analysis teams have submitted their analyses and the project has closed.

All participating researchers who submit results in alignment with instructions will be listed as co-authors on the initial paper.