When consumers penalize not so green products

Jeonggyu Lee, Siddharth Bhatt, Rajneesh Suri

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


To cash in on consumers’ willingness to pay higher prices for green products, several companies are promoting conventional products as green by highlighting a few green attributes. Through a theoretical lens, the authors investigate how consumers perceive such attempts. This research illustrates that not so green products make consumers sensitive to the monetary sacrifice associated with the purchase of such products. The current research shows that consumers have a negative attitude toward such products and they become concerned about the ethicality of the company when they encounter such products. Both implicit and explicit measures suggest that consumers notice the company's motive behind such practices which, in turn, impacts their price perceptions.

Original languageEnglish (US)
Pages (from-to)36-46
Number of pages11
JournalPsychology and Marketing
Issue number1
StatePublished - Jan 2018

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


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