Are Consumers More Likely to Buy Green Products?

Recently, concern about the environment has become a crucial public issue. Increasing governmental regulations, intensifying consumer environmentalism and growing pressure from stakeholders have made firms decide to go green (Leonidou et al., 2011; Menon and Menon, 1997). There has been a rise in eco-friendly (EF) product preferences among consumers and firms are desperate to trap … Continue reading Are Consumers More Likely to Buy Green Products?