Green Experiences: Using Green Products Improves the Accompanying Consumption Experience
In a series of four experiments in actual consumption settings, the authors find that using green (vs. conventional) products enhances the enjoyment of accompanying consumption experience. This effect is driven by feelings of warm glow and disappears if consumers believe that green products are futile in helping the environment.
Ali Tezer and H. Onur Bodur (2018) ,"Green Experiences: Using Green Products Improves the Accompanying Consumption Experience", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 816-816.
Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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