The Better of Two 'Goods’: Choice Given a Trade-Off Between Pro-Social and Pro-Environmental Performance

Using mixed methods, this research suggests that consumers perceive the environmental and social dimensions of sustainability as psychologically distinct in several meaningful ways. Specifically, we find that consumers perceive environmental (social) sustainability as more psychologically abstract (concrete) and demonstrate how these differences can be used to predict sustainable product choice.


Michael Luchs, Jesse Catlin, and Marcus Phipps (2014) ,"The Better of Two 'Goods’: Choice Given a Trade-Off Between Pro-Social and Pro-Environmental Performance", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 588-589.


Michael Luchs, The College of William & Mary, USA
Jesse Catlin, California State University, Sacramento, USA
Marcus Phipps, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More


Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More


Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown 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.