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.
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.
Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School
NA - Advances in Consumer Research Volume 46 | 2018
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