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

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.


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.


Kelly Haws, Texas A&M University, USA
Karen Page Winterich, Pennsylvania State University, USA
Rebecca Walker Naylor, Ohio State University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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