When You Don’T Care Enough to Give the Very Best: When Gifting Leads to Less (Vs. More) Green Choices

Lisa Cavanaugh, University of Southern California, USA
Francesca Gino, Harvard Business School, USA
Gavan Fitzsimons, Duke University, USA
Consumers often face choices between environmentally inferior vs. superior versions of the same gift (e.g., fair trade chocolate, pesticide free flowers, organic clothing). Six studies show when and why consumers choose to go green when gifting across different types of situations and relationships.
[ to cite ]:
Lisa Cavanaugh, Francesca Gino, and Gavan Fitzsimons (2011) ,"When You Don’T Care Enough to Give the Very Best: When Gifting Leads to Less (Vs. More) Green Choices", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 197-198.