When Altruism Is Perceived to Be Rare Would Materialists Buy Green?
We explore the role of scarcity in overcoming the conflict between materialism and sustainability. Our research reveals that perceived scarcity of personality traits that are associated with product consumption affects choice. That is, materialists that perceive green personality traits to be scarce showed a stronger preference towards green products.
Pia Furchheim, Steffen Jahn, and Cornelia Zanger (2013) ,"When Altruism Is Perceived to Be Rare Would Materialists Buy Green?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Pia Furchheim, Chemnitz University of Technology, Germany
Steffen Jahn, University of Goettingen, Germany
Cornelia Zanger, Chemnitz University of Technology, Germany
NA - Advances in Consumer Research Volume 41 | 2013
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
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Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC
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Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA