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Keywords: Asymmetric dominance effect
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Journal Articles
Nudging green product adoption: leveraging context effects to ease trade-offs in online green buying
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (5): 642–662.
Published: 14 April 2025
... that consumers often experience between green attributes and conventional attributes (such as price, convenience or functional performance). This study aims to examine the potential role of trade-off-related context effects (particularly, compromise effect and asymmetric dominance effect) in nudging green...
