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      Sustainable Consumption: Opportunities for Consumer Research and Public Policy

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          Marketing as Exchange

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            Do green products make us better people?

            Consumer choices reflect not only price and quality preferences but also social and moral values, as witnessed in the remarkable growth of the global market for organic and environmentally friendly products. Building on recent research on behavioral priming and moral regulation, we found that mere exposure to green products and the purchase of such products lead to markedly different behavioral consequences. In line with the halo associated with green consumerism, results showed that people act more altruistically after mere exposure to green products than after mere exposure to conventional products. However, people act less altruistically and are more likely to cheat and steal after purchasing green products than after purchasing conventional products. Together, our studies show that consumption is connected to social and ethical behaviors more broadly across domains than previously thought.
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              Simple and Painless? The Limitations of Spillover in Environmental Campaigning

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                Author and article information

                Journal
                Journal of Public Policy & Marketing
                Journal of Public Policy & Marketing
                American Marketing Association (AMA)
                0743-9156
                May 2011
                May 2011
                : 30
                : 1
                : 31-38
                Article
                10.1509/jppm.30.1.31
                © 2011
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