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You can't buy what you can't see: Retailer practices to increase the green premium
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2016 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384Article in journal (Refereed) In press
Abstract [en]

Retailers are the gatekeepers between consumers and eco-friendly products. As such, they can influence green shopping behavior. The results of an eye-tracking experiment show that retailers can attract consumers’ visual attention and increase the green premium through various practices such as providing relevant information, orienting consumers inside the store, and offering an eco-friendly product assortment. Managerial implications are to use green-colored price tags to signal eco-friendly products, while avoiding greenwashing practices that can distract consumers from finding the eco-friendly products they look for.

Place, publisher, year, edition, pages
Elsevier, 2016.
Keyword [en]
Eye-tracking, Green marketing; In-store marketing, Shopping behavior, Visual attention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-131301DOI: 10.1016/j.jretconser.2016.07.008OAI: oai:DiVA.org:liu-131301DiVA: diva2:970471
Available from: 2016-09-13 Created: 2016-09-13 Last updated: 2016-09-20Bibliographically approved

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The full text will be freely available from 2019-09-07 17:29
Available from 2019-09-07 17:29

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Guyader, HugoOttosson, MikaelWitell, Lars
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ReferencesLink to record
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