Consumers Going Green: How Online Shopping Stimulates Sustainable Consumption

The current study explores the effects of the introduction of an online channel on sustainable consumption. We demonstrate that utilitarian shopping orientations in the online channel enhance sustainable product purchases of consumers who adopted online shopping compared to those who continued shopping only offline.



Citation:

Svetlana Kolesova, Emelie Fröberg, and Sara Rosengren (2020) ,"Consumers Going Green: How Online Shopping Stimulates Sustainable Consumption", 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: 463-464.

Authors

Svetlana Kolesova, Stockholm School of Economics
Emelie Fröberg, Stockholm School of Economics
Sara Rosengren, Stockholm School of Economics



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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