18-D: Me First, Then the Environment: Pro-Environmental Behavior in Communal Vs. Agentic Narcissists

Across two experiments and following a new formulation of narcissism (i.e., the agency-communion model), this research investigates whether agentic and communal narcissists differ in their likelihood to engage in various forms of pro-environmental behavior. Supporting this proposition, this study also shows that perceived self-sacrifice and perceived social-benefits could influence these two groups of consumers' decision to purchase eco-friendly products.


Iman Naderi (2017) ,"18-D: Me First, Then the Environment: Pro-Environmental Behavior in Communal Vs. Agentic Narcissists", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1050-1050.


Iman Naderi, Fairfield University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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