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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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