Global Citizens Are 'Greener': Impact of Globalization on Sustainable Consumption

The effect globalization on sustainable consumption is investigated. Five studies show a salient global identity, a psychological consequence of globalization, may lead to greater preference and willingness to pay a premium for green products. Boundary conditions and possible mechanism for the effect are explored.


Sharon Ng and Shankha Basu (2015) ,"Global Citizens Are 'Greener': Impact of Globalization on Sustainable Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 100-101.


Sharon Ng, Nanyang Technological University, Singapore
Shankha Basu, Nanyang Technological University, Singapore


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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