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Time horizon and green consumption

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  • Anna Codini
  • Michelle Bonera
  • Giulia Miniero

Abstract

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.

Suggested Citation

  • Anna Codini & Michelle Bonera & Giulia Miniero, 2016. "Time horizon and green consumption," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 49-62.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2016-002004
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    References listed on IDEAS

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    Cited by:

    1. Michelle Bonera & Elisabetta Corvi & Anna Paola Codini & Ruijing Ma, 2017. "Does Nationality Matter in Eco-Behaviour?," Sustainability, MDPI, vol. 9(10), pages 1-17, September.

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