... attributes, it becomes crucial to undertake this investigation for green brands to achieve mass-market status. Additionally, this research pioneers the exploration of context effects as behavioral nudges for green product adoption. Unlike prior studies that have investigated context effects in domains where...

...Manoshi Samaraweera; Jeanetta D. Sims; Dini M. Homsey Purpose Would a green color label increase the dollar amount consumers are willing to pay for a green product? Would nature images (such as a leaf or flower) on the label have the same effect? This paper aims to examine the role...

...Avinash Tripathi; Neeraj Pandey† Purpose The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products...