Hugo Guyader|Mikael Ottosson|Lars Witell
You can't buy what you can't see: Retailer practices to increase the green premium
Linköping University|Linköping University|Linköping University
retailers gatekeepers consumers ecofriendly products influence green shopping behavior results eyetracking experiment show retailers attract consumers visual attention increase green premium various practices providing relevant information orienting consumers inside store offering ecofriendly product assortment managerial implications use greencolored price tags signal ecofriendly products avoiding greenwashing practices distract consumers finding ecofriendly products look