When Waste Costs: the Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

This paper suggests that price can serve as an indicator of waste perception and help to decrease excessive purchase behavior. Two studies supported our proposition that controlling the price as the same, consumer’s purchase intention of an excessive offer over an adequate one is lower when the price is higher.



Citation:

Tao Tao and Robert Wyer Jr. (2018) ,"When Waste Costs: the Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 945-945.

Authors

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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