Getting Gold By Going Green: the Importance of Fitting the Message to the Mindset

Firms today are ever-increasing the number of “green” products they offer; however, industry leaders have noted that many consumers still weigh their personal needs above those of society when making purchase decisions. In three studies, we demonstrate that a consumer’s mindset (abstract vs. concrete) and how the product is positioned (offering benefits to the self vs. the greater good) have an interactive effect on consumer preferences for green goods. We believe this research addresses an important practical question and makes a meaningful theoretical contribution.


Kelly Goldsmith and Ravi Dhar (2009) ,"Getting Gold By Going Green: the Importance of Fitting the Message to the Mindset", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 49-52.


Kelly Goldsmith, Yale University, USA
Ravi Dhar, Yale University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Cues to Sincerity: How People Assess and Convey Sincerity in Language

Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA

Read More


Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More


H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.