Political Ideology, Persuasive Appeals, and Sustainability

The authors examine the influence of political ideology on sustainable behaviors. We develop a conceptual model of how the congruence of political ideology and persuasive appeals enhance sustainable behaviors. In three studies including a longitudinal field study, we demonstrate how messages congruent with the moral foundations influence actual recycling behavior.


Blair Kidwell, Adam Farmer, and David Hardesty (2012) ,"Political Ideology, Persuasive Appeals, and Sustainability ", 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: 626-628.


Blair Kidwell, Ohio State University, USA
Adam Farmer, University of Kentucky, USA
David Hardesty, University of Kentucky, USA


NA - Advances in Consumer Research Volume 40 | 2012

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