Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Electricity has exactly the same physical properties no matter how it is produced, but we show that people evaluate electric outputs differently from renewable and non-renewable energy sources. We show this bias when evaluating hypothetical experiences with electricity, when directly observing light, and when physically experiencing electric shocks.



Citation:

Nathan Dhaliwal, David Hardisty, and Jiaying Zhang (2018) ,"Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 115-120.

Authors

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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