I Will Be Green for Us: When Consumers Compensate for Their Partners’ Unsustainable Behavior
Sign Up to like & getrecommendations! Published in 2023 at "Journal of Marketing Research"
DOI: 10.1177/00222437221108891
Abstract: In the context of romantic relationships, partners regularly observe each other's unsustainable behavior. But how do these unsustainable behaviors influence each member of the couple? This research shows that how consumers respond to their partners’… read more here.
Keywords: unsustainable behavior; relationship; compensate partners; relationship power ... See more keywords