The Slippery Slope of Green Consumption: the Nonlinear Effects of Social Class
This research reveals that social class has a nonlinear (inverted U-shaped) effect on green consumption; positively mediated by social acceptance at the lower level of social class and negatively mediated by essentialist belief at the higher level. These effects are moderated by consumers’ belief in a just world.
Li YAN, Hean Tat Keh, and Jiemiao Chen (2018) ,"The Slippery Slope of Green Consumption: the Nonlinear Effects of Social Class", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 861-862.
Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia
NA - Advances in Consumer Research Volume 46 | 2018
J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants
Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas