Effects of Green Products on Price Perceptions

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.



Citation:

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.

Authors

Rajneesh Suri, Drexel University, USA
Prabakar Kothandaraman, William Paterson University, USA
Wenling Wang, Drexel University, USA
Umit Koc, Drexel University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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