The Greening of Consumers: an Assimilation-Contrast Perspective For Product Sustainability Labeling

Yoon-Na Cho, University of Arkansas, USA
Scot Burton, University of Arkansas, USA
Despite an increase in consumers’ interest in sustainable products, there have been a limited number of studies focusing on disclosures of sustainability levels for consumer packaged goods. In this paper, we find that the type and amount of sustainability information disclosed interacts with the sustainability levels in influencing product evaluations.
[ to cite ]:
Yoon-Na Cho and Scot Burton (2012) ,"The Greening of Consumers: an Assimilation-Contrast Perspective For Product Sustainability Labeling", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.