When Sustainability Is Not a Liability: How Going Green Can Benefit Perceived Product Performance

Prior research has suggested that consumers believe sustainable products might not be as effective as traditional ones. We question the robustness of this assumption and identify scenarios in which sustainability is likely to have the opposite effect, strengthening rather than weakening consumers’ product performance beliefs.



Citation:

Alexander Chernev and Sean Blair (2020) ,"When Sustainability Is Not a Liability: How Going Green Can Benefit Perceived Product Performance", 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: 913-917.

Authors

Alexander Chernev, Northwestern University, USA
Sean Blair, Georgetown University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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