Optionally Green: the Role of Green Attribute Optionality in Influencing Performance Evaluations

Bryan Usrey, University of East Anglia, UK
Dayananda Palihawadana, Leeds University, UK
Charalampos Saridakis, Leeds University, UK
Aristeidis Theotokis, Leeds University, UK
Extending past literature on innovation and choice architecture, we find that green attribute optionality enhances performance evaluations when the attribute represents an opt-in default policy. Moreover, we explore the moderating variable of cognitive style and the mediating mechanism of green product typicality.
[ to cite ]:
Bryan Usrey, Dayananda Palihawadana, Charalampos Saridakis, and Aristeidis Theotokis (2017) ,"Optionally Green: the Role of Green Attribute Optionality in Influencing Performance Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 926-927.