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 More

Featured

Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money

Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington

Read More

Featured

R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Featured

Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices

Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.