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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

A9. I know It’s not real, but I like it!

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.