Are Consumers More Likely to Purchase Unintentionally Green Products?

A Fortune 500 company is redesigning a popular product using materials that are friendlier to the environment. How will consumers respond to the newly redesigned, “greener” product? According to a new study in the Journal of Consumer Research, consumers are more likely to purchase a product if they think helping the environment is not the intended purpose of a product improvement.

Fuente : http://www.alphagalileo.org/ViewItem.aspx?ItemId=1...