Green 2.0: New Findings on the Misses and Motivations in Sustainable Consumption
Motivated to increase sustainable consumption, this session examines consumers’ perceptions of eco-friendly products and factors that affect their sustainable choices. Using field, lab, and online experiments, four papers reveal antecedents that may hinder eco-friendly behaviors and offer novel perspectives to better understand consumers' perceptions of sustainable consumption.
Citation:
Yonat Zwebner, Dafna Goor, Saerom Lee, Karen Page Winterich, Cory Haltman, Grant Donnelly, Yang (Jenny) Guo, and Cait Lamberton (2021) ,"Green 2.0: New Findings on the Misses and Motivations in Sustainable Consumption", 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: 587-592.
Authors
Yonat Zwebner, IDC Herzliya
Dafna Goor, London Business School
Saerom Lee, University of Guelph
Karen Page Winterich, The Pennsylvania State University
Cory Haltman, The Ohio State University
Grant Donnelly, The Ohio State University
Yang (Jenny) Guo, University of Pittsburgh
Cait Lamberton, The Wharton School of the University of Pennsylvania
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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