Closing the green gap: understanding why green consumers choose brown products
2014 (English)In: NRWC 2014, Nordic Retail and Wholesale Association , 2014Conference paper, Abstract (Other academic)
This study investigates the impact of in-store marketing and packaging elements on green shopping behavior, aiming to further understand the attitude-behavior Green Gap. The results of first, a choice experiment with 127 respondents and second an eye-tracking experiment with 67 respondents show implications for the retail industry.
Place, publisher, year, edition, pages
Nordic Retail and Wholesale Association , 2014.
visual attention, in-store marketing, green consumer behavior
Economics and Business Business Administration
IdentifiersURN: urn:nbn:se:liu:diva-111903OAI: oai:DiVA.org:liu-111903DiVA: diva2:761769
4th Nordic Retail and Wholesale Conference, 4-6 November 2014, Center For Retailing, Stockholm School of Economics, Sweden