The Right Shade of Green: the Effect of Sustainability Utility on Consumer Product Evaluations

Yoon-Na Cho, Villanova University, USA
Robin L. Soster, University of Arkansas, USA
We demonstrate the effect of perceived sustainability (dis)utility based on consumers’ category-level sustainability expectations, which influence consumer evaluations of brands within the category. Our findings also reveal that these effects arise independent of 1) a consumer’s tendency to self-enhance and 2) perceived consumer effectiveness.
[ to cite ]:
Yoon-Na Cho and Robin L. Soster (2013) ,"The Right Shade of Green: the Effect of Sustainability Utility on Consumer Product Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.