Can Gratitude Increase Individuals’ Sustainable Consumption Behavior? —The Mediating Effect of Time Discounting

This research examines the influence of gratitude on individuals’ sustainable consumption behaviors. Results from a longitudinal study and three between-subjects experiments showed positive influences of trait gratitude and priming gratitude on consumers’ willingness to use green products through reduced time discounting. Connectedness to future-self moderated these effects.



Citation:

Jianping Liang and Leilei Guo (2020) ,"Can Gratitude Increase Individuals’ Sustainable Consumption Behavior? —The Mediating Effect of Time Discounting", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1181-1181.

Authors

Jianping Liang, Business School, Sun Yat-sen University, China
Leilei Guo, Sun Yat-sen University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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