Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 21, Issue 4, Pages 510-519Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2014.03.013
Keywords
Pricing; Value-differentiation; Decision-making; Choice models; Retailing; Sustainability
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More than ever, consumers are demanding sustainable options on retail shelves. Retailers, however, are not finding clear evidence of the financial benefits for doing so. This study attempts to provide concrete suggestions to retailers on what kinds of sustainability-related information to provide to consumers. Our online study of approximately 3600 participants provides evidence that, when provided with full information on all sustainability-related attributes, consumers make price/benefit trade-offs resulting in the selection of higher priced, more value-differentiated products. Further, when sustainability-related information is provided for some products and not for others, consumers will punish the non sustainable option. Managerial implications are discussed. (C) 2014 Elsevier Ltd. All rights reserved.
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