Price Based Evaluation of Eco-Friendly Products: the Mediating Role of Perceived Investment By the Firm
This paper proposes and tests a novel lay theory that impacts the evaluation of eco-friendly products. Using 5 studies, we show that consumers perceive higher-priced green products to be eco-friendlier, and this effect is mediated by the perceived investment of the firm in the manufacturing and development of the products.
Amogh Kumbargeri and Sanjeev Tripathi (2020) ,"Price Based Evaluation of Eco-Friendly Products: the Mediating Role of Perceived Investment By the Firm", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 389-390.
Amogh Kumbargeri, Indian Institute of Management Ahmedabad, India
Sanjeev Tripathi, Indian Institute of Management, Indore, India
NA - Advances in Consumer Research Volume 48 | 2020
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