When Altruism Is Perceived to Be Rare Would Materialists Buy Green?

Pia Furchheim, Chemnitz University of Technology, Germany
Steffen Jahn, University of Goettingen, Germany
Cornelia Zanger, Chemnitz University of Technology, Germany
We explore the role of scarcity in overcoming the conflict between materialism and sustainability. Our research reveals that perceived scarcity of personality traits that are associated with product consumption affects choice. That is, materialists that perceive green personality traits to be scarce showed a stronger preference towards green products.
[ to cite ]:
Pia Furchheim, Steffen Jahn, and Cornelia Zanger (2013) ,"When Altruism Is Perceived to Be Rare Would Materialists Buy Green?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.