ORCID
0009-0005-9833-4504
Keywords
Marketing, Consumer Behavior, Consumer Psychology, Sustainability, Pro-environmental behavior, Green consumption
Abstract
Sustainability has become a central concern in the marketplace, and consumers increasingly consider the environmental impact of their purchases and consumption. My dissertation tackles three distinct sustainability issues in consumer contexts. Specifically, I study how firms’ sustainable initiatives could discourage consumers from engaging in pro-environmental behaviors (Essay 1), why consumers are motivated to support a band (e.g., positive word-of-mouth) for products made of eco-friendly materials compared to those made of eco-friendly processes (Essay 2), and when consumers may choose to repair the misbehaviors of distant others as opposed to those of close others (Essay 3). In my quest to answer these research questions, I shed light on three psychological mechanisms that consumers experience in sustainability contexts, including delegability (Essay 1), credit appropriation (Essay 2), and effort signaling (Essay 3). Together, my dissertation provides a deeper understanding of consumers’ pro-environmental behaviors (and the lack thereof) and the underlying psychological processes.
Completion Date
2026
Semester
Spring
Committee Chair
Xin He
Degree
Doctor of Philosophy (Ph.D.)
College
College of Business
Department
Marketing
Format
Document Type
Dissertation
Identifier
DP0053180
Release Date
5-15-2028
STARS Citation
Huang, Yu-Shan, "Three Essays On Consumers And Sustainability" (2026). Graduate Studies Theses and Dissertations 2026. 89.
https://stars.library.ucf.edu/gradstudies_etd_2026/89
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