Perception of Environmentally-Friendly Efforts As Green Or Greed

Aradhna Krishna, Stephen M. Ross School of Business, University of Michigan, USA
Brent McFerran, Stephen M. Ross School of Business, University of Michigan, USA
Wenbo Wang, Hong Kong University of Science and Technology, Hong Kong
Several conservation efforts by firms also result in cost savings for the firm. We demonstrate that consumers believe the same activity is motivated more by green (versus greed) when done by a firm with a high price image. The impact of firms’ self-interest and consumers’ green behavior are also considered.
[ to cite ]:
Aradhna Krishna, Brent McFerran, and Wenbo Wang (2014) ,"Perception of Environmentally-Friendly Efforts As Green Or Greed", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 118-122.