Wang, Xuehua; Chao, Chen-Ho - In: Business research quarterly : BRQ 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. Results across four studies show that high-nostalgia consumers have lower …