Doing Green Or Buying Green? Differential Effects of Pro-Environmental Activities on Self-Signaling

Both “doing” and “buying” green (recycling or buying recycled materials) are activities helping to protect the environment. Across different green actions and purchases, we find that doing (vs. buying) green leads consumers to take more credit for their green contribution and create positive signals to the self and others.


Marie Ozanne and Helen Chun (2021) ,"Doing Green Or Buying Green? Differential Effects of Pro-Environmental Activities on Self-Signaling", 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: 935-935.


Marie Ozanne, Cornell University, USA
Helen Chun, Cornell University, USA


NA - Advances in Consumer Research Volume 49 | 2021

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