It Isn’T Easy Being Green: Lay Theories of Wealth and Happiness Shape Support For the Environment

Although people’s concern for the environment is at an all-time high, many remain unwilling to bear the costs for protecting the environment (e.g., supporting a gas tax). Eight studies provide converging evidence that lay beliefs about wealth and happiness shape support for environment friendly, but personally costly, taxes.



Citation:

Shilpa Madan, Krishna Savani, Steve Su, and Michael Morris (2020) ,"It Isn’T Easy Being Green: Lay Theories of Wealth and Happiness Shape Support For the Environment", 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: 851-856.

Authors

Shilpa Madan, Virginia Tech, USA
Krishna Savani, Nanyang Technological University, Singapore
Steve Su, Steve Su Consulting
Michael Morris, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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