8A the Role of Authentic and Hubristic Pride on Green Product Consumption

This research investigates the relationship between pride (authentic versus hubristic) and propensity for green product consumption. Two studies (chronic and primed) show that authentic (versus hubristic) pride consumers exhibited higher willingness to try green (versus regular) products. The implications of these findings are discussed.



Citation:

Aysha Siddiqua, Ali Gohary, and Pingping Qiu (2019) ,"8A the Role of Authentic and Hubristic Pride on Green Product Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 991-991.

Authors

Aysha Siddiqua, Monash University, Australia
Ali Gohary, Monash University, Australia
Pingping Qiu, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence

Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University

Read More

Featured

Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology

Read More

Featured

E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success

Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, 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.