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The Effects of Social Class on Green Consumption

thesis
posted on 29.04.2019 by 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.‎

History

Campus location

Australia

Principal supervisor

Hean Tat Keh

Additional supervisor 1

Jiemiao Chen

Year of Award

2019

Department, School or Centre

Marketing

Course

Doctor of Philosophy

Degree Type

DOCTORATE

Faculty

Faculty of Business and Economics

Exports

Exports