Will “I” Pay More For “Our” Benefit? Premium-Benefit Trade-Offs in Consumers’ Green Purchase
The results of this study suggest that consumers’ willingness to pay a lower price premium for green products is greater for products having other benefit appeals. However, when the premium is high, consumers' willingness to pay is greater for products having self-benefit appeals. Consumers’ perceived benefits acted as the psychological mechanism explaining this effect.
Dhrithi Mahadevan (2018) ,"Will “I” Pay More For “Our” Benefit? Premium-Benefit Trade-Offs in Consumers’ Green Purchase", 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.
Dhrithi Mahadevan, Indian Institute of Management Bangalore, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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