Eco-Friendly Versus Polyester Gucci Handbags: the Effect of Matching Green Claims and Temporal Frame on Product Evaluation of Self-Enhancement Brands

We examine how message-orientations of green claims using temporal construal affects consumers’ evaluation towards self-enhancement brands’ sustainable products. Through a survey experiment, we confirm that a high construal level and high temporal distance green message improved the product evaluation through higher processing fluency for high green orientation individuals.



Citation:

Nabanita Talukdar, Shubin Lance Yu, and Esterina Nervino (2020) ,"Eco-Friendly Versus Polyester Gucci Handbags: the Effect of Matching Green Claims and Temporal Frame on Product Evaluation of Self-Enhancement Brands", 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: 1212-1212.

Authors

Nabanita Talukdar, Hult International Business School
Shubin Lance Yu, Peking University, China
Esterina Nervino, Universita' degli Studi di Modena e Reggio Emilia



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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