When You Don’T Care Enough to Give the Very Best: When Gifting Leads to Less (Vs. More) Green Choices

Consumers often face choices between environmentally inferior vs. superior versions of the same gift (e.g., fair trade chocolate, pesticide free flowers, organic clothing). Six studies show when and why consumers choose to go green when gifting across different types of situations and relationships.


Lisa Cavanaugh, Francesca Gino, and Gavan Fitzsimons (2011) ,"When You Don’T Care Enough to Give the Very Best: When Gifting Leads to Less (Vs. More) Green Choices", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 197-198.


Lisa Cavanaugh, University of Southern California, USA
Francesca Gino, Harvard Business School, USA
Gavan Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More


“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.