|Publication type:||Conference paper|
|Type of review:||Peer review (abstract)|
|Title:||Holier than thou : an exploration of the green side of materialism|
|Conference details:||3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||Materialism, often viewed as a dark side variable of consumer behavior, typically is considered to be at odds with sustainable consumption. We propose a mechanism that reconciles green consumption and materialism. In two studies we demonstrate the importance of perceived scarcity of personality traits in green product choice. That is, materialists that perceive “green personality traits” to be scarce showed a stronger preference towards green products. Hence, choosing a green product over a non-green product may create an emotional state of feeling “holier than thou” and, thus, helps to positively differentiate from others.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Organisational Unit:||Institute of Marketing Management (IMM)|
|Appears in collections:||Publikationen School of Management and Law|
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