Consumer Emotional Intelligence: Exploring Shades of Green and Grey

The role of consumer emotional intelligence, the ability to deal with emotions, has been much ignored in ethical and green consumer behaviors. We study the associations between EI, Machiavellianism, ethical and recycling beliefs. Findings indicate that EI predicts ethical and environmental beliefs positively, even after controlling for Machiavellianism.


Sukumarakurup Krishnakumar, Sonakshi Garg, and Christopher Neck (2012) ,"Consumer Emotional Intelligence: Exploring Shades of Green and Grey", 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: 1126-1126.


Sukumarakurup Krishnakumar, North Dakota State University, USA
Sonakshi Garg, North Dakota State University, USA
Christopher Neck, Arizona State University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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