Closing the green gap : understanding why green consumers choose brown products

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

visual attention

in-store marketing

green consumer behavior

Publikations- och innehållstyp

vet (ämneskategori)

kon (ämneskategori)