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



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