Signaling Nothing: Motivating the Masses with Status Signals That Encourage Anti-Consumption

Anti-consumption is arguably the most impactful environmentally friendly behavior but can be very challenging for consumers and antithetical to marketing. However, it may be possible for brands to support consumers in difficult anti-consumption actions. This paper demonstrates that a conspicuous sig...

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Veröffentlicht in:	Journal of macromarketing 2022-06, Vol.42 (2), p.308-325
Hauptverfasser:	Armstrong Soule, Catherine A., Sekhon, Tejvir Singh
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Sustainable consumption
Online-Zugang:	Volltext
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