... 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...

... in isolation of one another, into a single conceptual model. This sheds light on the issue of previously overstated or understated relevance of individual drivers. The picture is completed by the proposition of new potential drivers of the compromise effect like lay rationalism and approval motivation...