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

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