Consumer Proclivity For Sustainable Consumption: a Social Normative Approach
Some consumers deliberately reject normative sustainable consumption behaviors, while simultaneously engaging in others that are not normative. To understand why, a causal model is developed and three studies are used to test it. Results suggest that a personality trait drives particular consumers to reject a behavior if perceived as normative.
Peter Voyer (2015) ,"Consumer Proclivity For Sustainable Consumption: a Social Normative Approach", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 421-427.
Peter Voyer, University of Windsor, Canada
NA - Advances in Consumer Research Volume 43 | 2015
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