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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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