Can Nostalgic Feelings Affect Sustainable Behaviors?
Marketing plays an important role in understanding how to shift consumer behavior toward more sustainable actions. In the context of emotions, it has been suggested that both positive and negative emotions impact sustainable behaviors. We propose and find that nostalgia can drive sustainable choices via the construct of social connectedness.
Citation:
Ngan Vo and Rajesh V. Manchanda (2021) ,"Can Nostalgic Feelings Affect Sustainable Behaviors?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 899-899.
Authors
Ngan Vo, University of Manitoba
Rajesh V. Manchanda, University of Manitoba
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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