Proud to Limit the Damage: Negatively Framed Eco-Ratings Motivate Green Intentions Through Anticipated Pride
Eco-ratings quantify the environmental (un)sustainability of products in an assortment using a predefined ordinal-level score range. In three experiments, we find that eco-ratings positively affect anticipated pride, which in turn has a positive effect on purchase intention; the effect of eco-ratings on pride is stronger when eco-ratings are negatively framed.
Karen Gorissen, Bert Weijters, and Hans Baumgartner (2019) ,"Proud to Limit the Damage: Negatively Framed Eco-Ratings Motivate Green Intentions Through Anticipated Pride", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 592-594.
Karen Gorissen, Vrije Universiteit Amsterdam, The Netherlands
Bert Weijters, Ghent University, Belgium
Hans Baumgartner, Pennsylvania State University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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