Perception of Environmentally-Friendly Efforts As Green Or Greed
Several conservation efforts by firms also result in cost savings for the firm. We demonstrate that consumers believe the same activity is motivated more by green (versus greed) when done by a firm with a high price image. The impact of firms’ self-interest and consumers’ green behavior are also considered.
Aradhna Krishna, Brent McFerran, and Wenbo Wang (2014) ,"Perception of Environmentally-Friendly Efforts As Green Or Greed", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 118-122.
Aradhna Krishna, Stephen M. Ross School of Business, University of Michigan, USA
Brent McFerran, Stephen M. Ross School of Business, University of Michigan, USA
Wenbo Wang, Hong Kong University of Science and Technology, Hong Kong
NA - Advances in Consumer Research Volume 42 | 2014
K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA
The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications
Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France