Can You Say “No" to Being a Sustainable Consumer?

Sangdo Oh, University of Illlinois, USA
Sukki Yoon, Bryant University, USA
Patrick Vargas, University of Illinois, USA
Implicit attitude toward sustainable consumption was measured using modified version of IAT, and related to evaluations of sustainable products and post-exposure behavior changes. We observed the goal compatibility effect between self-regulatory goals and targeted recipient, only when participants' implicit attitude toward sustainable product is relatively low.
[ to cite ]:
Sangdo Oh, Sukki Yoon, and Patrick Vargas (2011) ,"Can You Say “No" to Being a Sustainable Consumer?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.