Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume
Across four studies, we find that disposal options (e.g., selling, donation) that are perceived as less wasteful license consumers who hold green values to consume more. This effect is mitigated when disposal is perceived to create more waste for society (e.g., trash or unnecessary donation).
Sommer Kapitan, Saerom Lee, and Eunjoo Han (2018) ,"Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 640-642.
Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand
NA - Advances in Consumer Research Volume 46 | 2018
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