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.
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.
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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