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.



Citation:

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.

Authors

Amogh Kumbargeri, Indian Institute of Management Ahmedabad, India
Sanjeev Tripathi, Indian Institute of Management, Indore, India



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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