Book chapter
‘Shades of Green’: Impact of Product’s Greenness on Consumers’ Willingness to Pay
The Sustainable Global Marketplace, pp 486-486
08 Oct 2014
Abstract
This research explores the impact of attempts by manufacturers to convert their conventional offers into green products. A series of studies examining this issue confirmed differences in semantic associations and perceptions for products described as completely and somewhat green. Furthermore purchase goals impacted willingness to pay high prices for somewhat green products.
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Details
- Title
- ‘Shades of Green’: Impact of Product’s Greenness on Consumers’ Willingness to Pay
- Creators
- Rajneesh Suri - Drexel UniversityPrabakar Kotahandaraman - William Paterson UniversityMo nil Chheda - Center for Independent LivingWenling Wang - Drexel University
- Publication Details
- The Sustainable Global Marketplace, pp 486-486
- Series
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
- Publisher
- Springer International Publishing; Cham
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Scopus ID
- 2-s2.0-85145089973
- Other Identifier
- 991021848514504721