What Are Consumers Afraid Of? Perceived Risk Toward Environmentally Sustainable Consumption

In this research, we investigate perceived risk in consumers’ decision making specifically related to environmentally sustainable products considering the multi-dimensional nature of perceived risk. This research provides marketers with implications to promote the adoption of socially desirable products and further enable the broad diffusion of such products in the marketplace.


Jiyun Kang and Sang-Hoon Kim (2012) ,"What Are Consumers Afraid Of? Perceived Risk Toward Environmentally Sustainable Consumption", 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.


Jiyun Kang, Texas State University, United States
Sang-Hoon Kim, Seoul National University, South Korea


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Linguistic Antecedents of Anthropomorphism

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France

Read More


N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

Read More


The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, 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.