Eco-Friendly Versus Polyester Gucci Handbags : the Effect of Matching Green Claims and Temporal Frame on Product Evaluation of Self-Enhancement Brands

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Author(s)

Detail(s)

Original languageEnglish
Title of host publicationACR 2020 (PARIS) OCT 1-4
Subtitle of host publicationFIRST EVER VIRTUAL CONFERENCE: PROCEEDINGS
EditorsJennifer Argo, Tina M. Lowrey, Hope Jensen Schau
Place of PublicationDuluth
PublisherAssociation for Consumer Research
Pages1228
ISBN (Print)9780915552818
Publication statusPublished - 2020
Externally publishedYes

Publication series

NameAdvances in Consumer Research
Volume48

Conference

Title51st Annual Conference of the Association for Consumer Research (ACR 2020)
LocationVirtual
Period1 - 4 October 2020

Abstract

We examine how message-orientations of green claims using temporal construal affects consumers’ evaluation towards self-enhancement brands’ sustainable products. Through a survey experiment we confirm that a high construal level and high temporal distance green message improved the product evaluation through higher processing fluency for high green orientation individuals.

Citation Format(s)

Eco-Friendly Versus Polyester Gucci Handbags : the Effect of Matching Green Claims and Temporal Frame on Product Evaluation of Self-Enhancement Brands. / Talukdar, Nabanita; Yu, Shubin Lance; Nervino, Esterina.

ACR 2020 (PARIS) OCT 1-4: FIRST EVER VIRTUAL CONFERENCE: PROCEEDINGS. ed. / Jennifer Argo; Tina M. Lowrey; Hope Jensen Schau. Duluth : Association for Consumer Research, 2020. p. 1228 (Advances in Consumer Research; Vol. 48).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review