Consumer Generativity Can Make a Difference

Caroline Lacroix, University of Quebec in Montreal, Canada
Adults’ preoccupation for the well-being of future generations, a concern known as generativity in social psychology, is an increasingly important topic in business, marketing, and in society. In an effort to better understand its effects on consumer behaviors, we develop and test a dedicated measurement scale for consumer generativity.
[ to cite ]:
Caroline Lacroix (2013) ,"Consumer Generativity Can Make a Difference", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.