Journal article
When consumers penalize not so green products
Psychology & marketing, v 35(1), pp 36-46
01 Jan 2018
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
To cash in on consumers' willingness to pay higher prices for green products, several companies are promoting conventional products as green by highlighting a few green attributes. Through a theoretical lens, the authors investigate how consumers perceive such attempts. This research illustrates that not so green products make consumers sensitive to the monetary sacrifice associated with the purchase of such products. The current research shows that consumers have a negative attitude toward such products and they become concerned about the ethicality of the company when they encounter such products. Both implicit and explicit measures suggest that consumers notice the company's motive behind such practices which, in turn, impacts their price perceptions.
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Details
- Title
- When consumers penalize not so green products
- Creators
- Jeonggyu Lee - Drexel UniversitySiddharth Bhatt - Drexel UniversityRajneesh Suri - Drexel University
- Publication Details
- Psychology & marketing, v 35(1), pp 36-46
- Publisher
- Wiley
- Number of pages
- 11
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Web of Science ID
- WOS:000418098500003
- Scopus ID
- 2-s2.0-85037988431
- Other Identifier
- 991019168097604721
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InCites Highlights
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- Web of Science research areas
- Business
- Psychology, Applied