Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

Is the Phenomenon of “Going Green to Be Seen” Still Measurable with Actual Consumption?

Published: May 27, 2020


Andrea Schoendeling, University of Cologne; Andre Marchand, University of Cologne; Elena Gros, University of Cologne; David Schaeffer, University of Cologne; Sascha Kirsch, University of Cologne


sustainable; environmental; behavior


With both an online and a field experiment, this research empirically confirms extant lab findings that activating status motives evokes increased desire for green products. It extends our knowledge by investigating actual instead of hypothetical consumption decisions, as well as addressing food instead of durable product choices. The results reveal a significantly reduced preference for green products in public settings that require actual consumption, compared with privately stated choice intentions.