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      How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework

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      Journal of Marketing
      SAGE Publications

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          Encouraging pro-environmental behaviour: An integrative review and research agenda

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            Targeting consumers who are willing to pay more for environmentally friendly products

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              Going green to be seen: status, reputation, and conspicuous conservation.

              Why do people purchase proenvironmental "green" products? We argue that buying such products can be construed as altruistic, since green products often cost more and are of lower quality than their conventional counterparts, but green goods benefit the environment for everyone. Because biologists have observed that altruism might function as a "costly signal" associated with status, we examined in 3 experiments how status motives influenced desire for green products. Activating status motives led people to choose green products over more luxurious nongreen products. Supporting the notion that altruism signals one's willingness and ability to incur costs for others' benefit, status motives increased desire for green products when shopping in public (but not private) and when green products cost more (but not less) than nongreen products. Findings suggest that status competition can be used to promote proenvironmental behavior.
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                Author and article information

                Journal
                Journal of Marketing
                Journal of Marketing
                SAGE Publications
                0022-2429
                1547-7185
                February 26 2019
                May 2019
                February 14 2019
                May 2019
                : 83
                : 3
                : 22-49
                Article
                10.1177/0022242919825649
                35feabfe-3fb2-47a2-8723-f375377c6845
                © 2019

                http://journals.sagepub.com/page/policies/text-and-data-mining-license

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