The Greening of Consumers: an Assimilation-Contrast Perspective For Product Sustainability Labeling

Despite an increase in consumers’ interest in sustainable products, there have been a limited number of studies focusing on disclosures of sustainability levels for consumer packaged goods. In this paper, we find that the type and amount of sustainability information disclosed interacts with the sustainability levels in influencing product evaluations.


Yoon-Na Cho and Scot Burton (2012) ,"The Greening of Consumers: an Assimilation-Contrast Perspective For Product Sustainability Labeling", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.


Yoon-Na Cho, University of Arkansas, USA
Scot Burton, University of Arkansas, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More


Preferences for Insight and Effort Differ across Domains and Audiences

Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria

Read More


To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, 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.