Can a Rational Consumer Be a Good Citizen? Conflicting Goals in Today's Society

Crina Tarasi, Arizona State University
Maura Scott, Arizona State University

Understanding Citizenship Consumption: Conflicting Goals in Today's Society

 

Crina Tarasi, Arizona State University

Maura Scott, Arizona State University

 

According to public opinion polls, when “all other things are equal” consumers prefer  “green” products (Ginsberg and Bloom 2004). However, other things are almost never equal.  Price, characteristics and functionality are often poorer for environmentally friendly products, and people compromise. Our preliminary research suggests the existence of a goal hierarchy formed by consumers. The highest level of conflict is perceived between self related goals and environmental goals, while least perceived conflict is between self related goals and family and friends related goals. To explain the phenomenon we draw from the literature on social dilemmas, as well as motivation theory.
[ to cite ]:
Crina Tarasi and Maura Scott (2006) ,"Can a Rational Consumer Be a Good Citizen? Conflicting Goals in Today's Society", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 284-284.