... Product positioning Consumer behaviour Decision making Premium pricing In this research, we frame the relative benefits of the green alternative positively or negatively, by engaging individuals actively in the task of generating reasons for preferring green or avoiding non‐green, respectively...

... Individual perception Cognition Consumer behaviour This monograph is designed to help business practitioners avoid judgment and decision errors that can predispose their firms to underestimate environmental risk inherent in their business operations. This analysis is predicated upon...