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Titolo completo
MERCATI & COMPETITIVITÀ
Editore
FrancoAngeli
ISSN
1826-7386 (Rivista Stampata)
1972-4861 (Rivista Online)
Numero del fascicolo
2
Designazione del fascicolo
2
Data del fascicolo (YYYY/MM)
2016/07
Titolo completo
Time horizon and green consumption
Di (autore)
Prima Pagina
49
Ultima Pagina
62
Lingua del testo
Inglese
Data di publicazione
2016/07
Copyright
2016 FrancoAngeli srl
Introduzione o prefazione
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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