Can You Say “No" to Being a Sustainable Consumer?

Implicit attitude toward sustainable consumption was measured using modified version of IAT, and related to evaluations of sustainable products and post-exposure behavior changes. We observed the goal compatibility effect between self-regulatory goals and targeted recipient, only when participants' implicit attitude toward sustainable product is relatively low.


Sangdo Oh, Sukki Yoon, and Patrick Vargas (2011) ,"Can You Say “No" to Being a Sustainable Consumer?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Sangdo Oh, University of Illlinois, USA
Sukki Yoon, Bryant University, USA
Patrick Vargas, University of Illinois, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More


J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More


J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

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.