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



Share Proceeding

Featured papers

See More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More

Featured

How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?

Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Featured

G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal

Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.