Publikationstyp: Konferenz: Paper
Art der Begutachtung: Peer review (Abstract)
Titel: Holier than thou : an exploration of the green side of materialism
Autor/-in: Furchheim, Pia
Jahn, Steffen
Zanger, Cornelia
et. al: No
Angaben zur Konferenz: 3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014
Erscheinungsdatum: 2014
Sprache: Englisch
Fachgebiet (DDC): 658.8: Marketingmanagement
Zusammenfassung: 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.
URI: https://digitalcollection.zhaw.ch/handle/11475/17671
Volltext Version: Publizierte Version
Lizenz (gemäss Verlagsvertrag): Lizenz gemäss Verlagsvertrag
Departement: School of Management and Law
Organisationseinheit: Institut für Marketing Management (IMM)
Enthalten in den Sammlungen:Publikationen School of Management and Law

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