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‘Shades of Green’: Impact of Product’s Greenness on Consumers’ Willingness to Pay

Springer Nature, (2015), 486
DOI: 10.1007/978-3-319-10873-5_283
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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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APA

Suri, R., Kotahandaraman, P., Chheda, M. nil, & Wang, W. (2015). ‘Shades of Green’: Impact of Product’s Greenness on Consumers’ Willingness to Pay. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 486). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_283

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