Wang, Xuehua; Chao, Chen-Ho - In: BRQ Business Research Quarterly 23 (2020) 4, pp. 270-284
Nostalgia, a sentimental longing for one's past, can influence consumption behavior. The present research investigates how nostalgia affects green consumption. Specifically, we propose that high nostalgia, chronic or primed, can lower consumers' preference for green (vs regular) products....