Waste Aversion For Virtue Versus Vice

Why and when do consumers waste? We propose that consumers feel guilty when wasting. As a consequence, consumers waste when consuming makes one feel as guilty as when wasting, leading to waste aversion for virtues but not for vices.



Citation:

Jeehye Christine Kim and Jongmin Kim (2016) ,"Waste Aversion For Virtue Versus Vice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 164-168.

Authors

Jeehye Christine Kim, INSEAD, France
Jongmin Kim, Singapore Management University, Singapore



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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