THIS DOI METADATA WAS LAST UPDATED: 2024-01-10 22:57
Full Title
MERCATI & COMPETITIVITÀ
Publisher
FrancoAngeli
ISSN
1826-7386 (Printed Journal)
1972-4861 (Online Journal)
Journal Issue Number
2
Journal Issue Designation
2
Journal Issue Date (YYYY/MM)
2016/07
Full Title
Time horizon and green consumption
By (author)
First Page
49
Last Page
62
Language of text
English
Publication Date
2016/07
Copyright
2016 FrancoAngeli srl
Introduction or preface
This study investigates the effect of time horizon in patterns of green consumption. Previous studies have shown that consumer behavior is influenced by an individual's willingness to delay or expedite receiving gains and losses (i.e., take a time horizon orientation). This paper describes the effect of short-term or long-term conditions in complying with green and not-green consumption. The paper also reports the results of an experimental study showing that time horizon plays an important role in driving consumer behavior, especially when green consumption is expected.
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