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The Effects of Social Class on Green Consumption
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posted on 29.04.2019by LI YAN
As many environmental issues are caused by human activities, promoting green consumption could help ameliorate the situation. My thesis research examines how consumers’ self-perceptions of social class influence their propensity for buying green products. Across seven experiments, I found that middle-class consumers had greater propensity for green consumption compared to lower- and upper-class consumers. This curvilinear effect of social class was driven by the opposing forces of social acceptance (positive) and essentialism (negative). Furthermore, the curvilinear effect was stronger among consumers with a low (vs. high) belief in a just world. These novel findings make significant theoretical and practical contributions.