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.
Citation:
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.
Authors
Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University
Featured
Saving for Experiences Versus Material Goods
Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA
Featured
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA