Consumer Perceptions of Environmental ‘Win-Wins’
Sustainable business strategies aligning economic performance with environmental outcomes typically reflect positively on organizations employing them. However, we demonstrate that people negatively react to the notion of a company profiting from sustainability initiatives. This negative response results from a psychological divide between relationships that are perceived as communally- versus market-oriented.
Citation:
Tamar Makov and George Newman (2018) ,"Consumer Perceptions of Environmental ‘Win-Wins’", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 177-182.
Authors
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation
Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited
Featured
The Effects of Breadth of Product Categories on Budgeting
An Tran, University of La Verne
John Lynch, University of Colorado, USA
Featured
Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
Jonathan David Schöps, University of Innsbruck, Austria