Effects of Green Products on Price Perceptions

Rajneesh Suri, Drexel University, USA
Prabakar Kothandaraman, William Paterson University, USA
Wenling Wang, Drexel University, USA
Umit Koc, Drexel University, USA
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.
[ to cite ]:
Rajneesh Suri, Prabakar Kothandaraman, Wenling Wang, and Umit Koc (2011) ,"Effects of Green Products on Price Perceptions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 832-833.