Symbolic Sustainable Attributes Improve Attitude Toward Low-Quality Products: a Warm-Glow Feelings Account

Three experiments show that a symbolic sustainable attribute improves consumers’ attitude towards a product when external cues signal low quality. We also specify the mediating role of warm-glow feelings and of the relative weight of the sustainable attribute (vs performance attribute) in forming product attitude.



Citation:

Valéry Bezençon, Florent Girardin, and Renaud Lunardo (2018) ,"Symbolic Sustainable Attributes Improve Attitude Toward Low-Quality Products: a Warm-Glow Feelings Account", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 481-482.

Authors

Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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