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
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA
Featured
O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks
Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA
Featured
Don't Troll Me Bro: A Study of Griefing in Video Games
Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University