Ecocentricity: How do consumers decide what makes a product 'green'?
Wednesday, January 21, 2015 - 11:20
in Mathematics & Economics
The greenness of a product has become increasingly important to consumers, but how do they decide how green a product is in the first place? A new study in the Journal of Marketing suggests that consumers believe that products with central rather than peripheral recycled features are greener (even when they are not).