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dc.contributor.authorFurchheim, Pia-
dc.contributor.authorJahn, Steffen-
dc.contributor.authorZanger, Cornelia-
dc.date.accessioned2019-07-24T08:05:27Z-
dc.date.available2019-07-24T08:05:27Z-
dc.date.issued2014-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/17671-
dc.description.abstractMaterialism, 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.de_CH
dc.language.isoende_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleHolier than thou : an exploration of the green side of materialismde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.conference.details3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawNode_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.author.additionalNode_CH
Appears in collections:Publikationen School of Management and Law

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