Author(s): Goldsmith K; Roux C; Tezer A; Cannon C;

In this article, we review research on the discrepancy between consumers' high self-reported interest in sustainable products and these products' poor performance in the marketplace. We offer theoretically derived reasons for why framing sustainable products as "win-wins" (i.e., offering benefits to the self and to the greater good) might present ...

Article GUID: 35429922