The Better of Two 'Goods’: Choice Given a Trade-Off Between Pro-Social and Pro-Environmental Performance

Michael Luchs, The College of William & Mary, USA
Jesse Catlin, California State University, Sacramento, USA
Marcus Phipps, University of Melbourne, Australia
Using mixed methods, this research suggests that consumers perceive the environmental and social dimensions of sustainability as psychologically distinct in several meaningful ways. Specifically, we find that consumers perceive environmental (social) sustainability as more psychologically abstract (concrete) and demonstrate how these differences can be used to predict sustainable product choice.
[ to cite ]:
Michael Luchs, Jesse Catlin, and Marcus Phipps (2014) ,"The Better of Two 'Goods’: Choice Given a Trade-Off Between Pro-Social and Pro-Environmental Performance", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 588-589.