'Green' scale helps predict how consumers buy environmentally friendly products
Thursday, April 3, 2014 - 06:30
in Mathematics & Economics
(Phys.org) —How do consumers decide when faced with the option of buying a traditional product or a competing product that is marketed as "green?" Penn State Smeal College of Business faculty member Karen Winterich and her colleagues set out to develop a scale of "green consumption values" to help predict which consumers will prefer to purchase environmentally friendly products.