“…As noted above, liberals are generally more interested in pro-environmental initiatives (Jacquet, Dietrich, & Jost, 2014), and "green" marketing campaigns may even be off-putting to conservatives (Gromet, Kunreuther, & Larrick, 2013;Hardisty et al, 2010). Presumably, this is because acknowledgement of global warming is threatening to the perceived legitimacy and stability of the capitalist economic system, which is, after all, heavily dependent upon the fossil fuel industry (Feygina et al, 2010;Hennes, Ruisch, Feygina, Monteiro and Jost 2016). Evidence is accruing rapidly that conservatives are more likely to engage in conspicuous consumption of luxury items, whereas liberals are more likely to engage in sustainable consumption through the purchase of products that are environmentally friendly (e.g., Fernandes & Ordabayeva, 2014;Gromet et al, 2013;Heilen, 2014;Kim, Park, & Dubois, 2015;Maxwell-Smith, Conway, Wright, & Olson, 2016;Watkins, Aitken, & Mather, 2016).…”