Fitting in and standing out: Multicultural experience drives green consumption through dual motivation for assimilation and differentiation

As personal and household consumption activities significantly contribute to global environmental degradation (Trudel, 2019), effective strategies to shift consumer preferences toward more sustainable products are urgently needed to tackle impending ecological threats. In this context, this research...

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Bibliographic Details
Published in:Journal of environmental psychology 2025-12, Vol.108, p.102866, Article 102866
Main Authors: Dai, Xiaoyu, Leung, Angela K.-y.
Format: Article
Language:English
Subjects:
environmental degradation
experimental design
Green consumption
household consumption
motivation
Multicultural experience
Need for assimilation
Need for differentiation
psychology
Citations: Items that this one cites
Online Access:Get full text
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