Socially Conscious Consumer Behavior: the Role of Ethical Self-Identity in the Use of Mental Accounting

An on-line experiment demonstrated the importance of consumers' ethical self-identity (ESI) in socially conscious consumer intentions. An assimilation effect took place; priming positive environmentalism led to more environmentally sensitive purchase intentions. The impact of priming depended upon one’s level of ESI.



Citation:

Vanessa Hanel, Debra Basil, Michael Basil, and Mary Runte (2013) ,"Socially Conscious Consumer Behavior: the Role of Ethical Self-Identity in the Use of Mental Accounting", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 297-297.

Authors

Vanessa Hanel, University of Lethbridge, Canada
Debra Basil, University of Lethbridge, Canada
Michael Basil, University of Lethbridge, Canada
Mary Runte, University of Lethbridge, Canada



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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