Preference reversal of environmental friendly product

Joo @ PHBS

  • “Preference Reversal of Environmental Friendly Product,” Presented at the HSBC Business School, Peking University, ShenZhen: China, October 30, 2013.

Do consumers like the environmental friendly products they buy? My colleague, Bohee, and I borrow the literature from the Behavioral Decision Theory and argue this is not always the case; consumers often choose the green product even though it does not work well. This suggests that, in some cases, environmental friendliness could be merely a marketing gimmick.


One thought on “Preference reversal of environmental friendly product”

  1. I like the idea, it’s very intriguing. If only the environmentally friendly products did work as well!

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