... 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...

... with a specific choice context. An executive summary for managers and executive readers can be found at the end of this issue. Context effects Consumer choice Promotion In-store merchandising © Emerald Group Publishing Limited 2015 Astrid Lei Keel can be contacted at: akeel...