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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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