Please Turn Off the Lights: Perception of Firms’ Environmental Efforts As Green Or Greed
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. This belief drives the consumer’s actual green behavior in a field experiment.
Citation:
Aradhna Krishna, Brent McFerran, and Wenbo Wang (2015) ,"Please Turn Off the Lights: Perception of Firms’ Environmental Efforts As Green Or Greed ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 197-201.
Authors
Aradhna Krishna, University of Michigan, USA
Brent McFerran, Simon Fraser University, CANADA
Wenbo Wang, Hong Kong University of Science and Technology
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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