LATEST PSYCHOLOGY

Abstract Many green products are costlier than their nongreen counterparts, for a variety of reasons. This “green premium” is a key challenge marketers face when targeting consumers with these green products. A potential solution to this issue is provided by signaling theory. According to the theory, green products can have a signaling benefit. This benefit acts as an incentive for consumers to pay a premium for environmentally friendly products that can even out their price disadvantage (the...

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