Seeking a Green City to Live In: the Differential Impact of Innovation-Based Versus Regulation-Based Environmental Policy on Willingness to Live

Sukhyun Kim, HEC Paris
Jaehoon Lee, College of Business, Southern Illinois University
In three studies, we show that innovation-based policy leads to a greater willingness to live than regulation-based policy. Using a serial mediation analysis, we further show that this effect is mediated by perceived innovativeness and then by perceived quality of life, resulting in an increased willingness to live.
[ to cite ]:
Sukhyun Kim and Jaehoon Lee (2016) ,"Seeking a Green City to Live In: the Differential Impact of Innovation-Based Versus Regulation-Based Environmental Policy on Willingness to Live", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 742-742.