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

Share Proceeding

Featured papers

See More


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

Read More


Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More


Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

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.