Conference proceeding
Effects of Green Products on Price Perceptions
Advances in Consumer Research, Vol.39, p832
01 Jan 2011
Abstract
Drawing on the 'sufficiency principle', this research explores consumers' trade-off of the extent of greenness in evaluating its price. Results from 3 studies indicate consumers are willing to pay higher prices for completely green products as opposed to partially green ones.
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Details
- Title
- Effects of Green Products on Price Perceptions
- Creators
- Rajneesh SuriPrabakar KothandaramanWenling WangUmit Koc
- Publication Details
- Advances in Consumer Research, Vol.39, p832
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848514204721