How Cultural Capital Shapes Green Product Preferences Among Materialists

Pia Furchheim, HEC Lausanne, Switzerland
Steffen Jahn, University of Goettingen, Germany
Across two studies, we demonstrate the relevance of green consumption choices as ways of signaling cultural capital for achieving materialistic goals. We show that materialists appreciate the associations of desirable rare personality traits that are attributed to buyers of green products.
[ to cite ]:
Pia Furchheim and Steffen Jahn (2015) ,"How Cultural Capital Shapes Green Product Preferences Among Materialists", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 527-528.