Oh! It’S So Costly, It Must Be Green! the Impact of Price on the Green Perception of Eco-Friendly Products

This research explores the influence of price-premium on the green perception of eco-friendly products. Drawing on theories of correlation-based inference and signalling, the results argue for the influence of price on green perception. The paper presents three studies which support the hypotheses. Theoretical and policy implications are discussed.



Citation:

Amogh Kumbargeri (2018) ,"Oh! It’S So Costly, It Must Be Green! the Impact of Price on the Green Perception of Eco-Friendly Products", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 76-76.

Authors

Amogh Kumbargeri, Indian Institute of Management Ahmedabad, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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