Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief
Abstract
As human consumption is one of the key contributors to environmental problems, it is increasingly urgent to promote sustainable consumption. Drawing on the agentic-communal model of power, this research explores how the psychological feeling of power influences consumers’ preference for green products. We show that low power increases consumers’ preference for green (vs. conventional) products compared to high power (Studies 1a and 1b)....
Paper Details
Title
Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief
Published Date
Sep 26, 2019
Journal
Volume
169
Issue
3
Pages
499 - 516
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