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
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA
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Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
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Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA