Holding Your Tongue For the Sake of Mother Earth: When and Why Consumers React Less Negatively Following Green Product Failures

Results from seven studies finds that consumers react less negatively to the failure of green (vs. conventional) products. The authors argue that this is because the market success of green products is undeniably a benefit to society, and reacting negatively to green product failures only impedes this.

Citation:

Ali Tezer, Matthew Philp, and Anshu Suri (2021) ,"Holding Your Tongue For the Sake of Mother Earth: When and Why Consumers React Less Negatively Following Green Product Failures", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 310-311.