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New Faculty Seminar Series - Argiro Kliamenakis Happier

Going Green with Envy: How Envy Impacts Self-Perceptions and Green Product Consumption

Date & Time

November 25, 2021


Link provided in reminder email the day before the event


Kathy Cunningham


Envy has long been a morally condemned emotion. To this effect, the present research asks whether experiencing envy can alter individuals’ moral self-concept by lowering their moral self-regard, resulting in morally relevant consumption and behavior. Of the two facets of envy—malicious and benign—only malicious envy is associated with destructive feelings toward the envied other. Drawing on self-perception and self-signalling theories, the current research investigates the effects of type of envy on morally relevant consumption and behavior. Specifically, five experiments uncover how experiencing malicious, but not benign, envy drives consumers to morally cleanse, both behaviorally and symbolically. This effect arises because malicious (vs. benign) envy taints self-perceptions of morality, thus triggering the need to restore a moral self-image through both the purchase of products that are positioned on their ethical attributes and prosocial behavior. This effect is also shown to be exacerbated when the relationship with the target of one’s malicious envy is perceived as close (vs. distant). However, directing thoughts toward the normalcy of experiencing envy reduces the moral cleansing effect, providing an important boundary condition.

About the Speaker

Argiro Kliamenakis is an Assistant Professor of Marketing at the Telfer School of Management at the University of Ottawa. She received her Argiro Kliamenakis PhD in Marketing from the John Molson School of Business at Concordia University. She also holds an MSc in Marketing from the same university.

Argiro’s primary area of research aims at finding ways to reduce the negative effects of consumption on consumer well-being, society, and the environment. More specifically, her research interests focus on better understanding how consumers can be encouraged to make more socially responsible consumption decisions, identifying ways to encourage socially responsible marketing practice, and helping consumers make better decisions for their well-being. Argiro has published in Psychology & Marketing and has presented at various international marketing conferences, including Association for Consumer Research (ACR) and Society for Consumer Psychology (SCP).

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