Can Broken Hearts Lead to an Endangered Planet? Social Exclusion Reduces Willingness to “Go Green”

Four experiments suggest that social exclusion – a prevalent experience in consumer life – reduces willingness to engage in pro-environmental consumption. Social exclusion (vs. acceptance) rendered people less willing to make self-sacrifices for the sake of the environment through reduced empathy. Framing pro-environmental consumption in socially beneficial terms eliminated that detrimental effect.


Iman Naderi and Nicole Mead (2014) ,"Can Broken Hearts Lead to an Endangered Planet? Social Exclusion Reduces Willingness to “Go Green”", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 91-95.


Iman Naderi, Fairfield University, USA
Nicole Mead, Erasmus University, the Netherlands


NA - Advances in Consumer Research Volume 42 | 2014

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