It’S All About the Greens: Conflicting Motives and Making Green Work

Kelly Haws, Texas A&M University, USA
Karen Page Winterich, Pennsylvania State University, USA
Rebecca Walker Naylor, Ohio State University, USA
Using a refined, parsimonious measure of GREEN attitudes, we demonstrate that environmental consciousness has a substantial influence on consumer preferences for green products and responses to green-related marketing actions. Further, pricing and positioning of environmentally-friendly products can moderate the effect of consumers’ environmental consciousness on purchase intentions.
[ to cite ]:
Kelly Haws, Karen Page Winterich, and Rebecca Walker Naylor (2011) ,"It’S All About the Greens: Conflicting Motives and Making Green Work", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.