You can't buy what you can't see: Retailer practices to increase the green premium. (January 2017)

• Record Type: Journal Article
• Authors: Guyader, Hugo; Ottosson, Mikael; Witell, Lars
• Is Part Of: Journal of retailing and consumer services. Volume 34(2017)
• Page Start: 319
• Page End: 325
• Publication Date: 2017-01
• Subjects: Eye-tracking -- Green marketing -- In-store marketing -- Shopping behavior -- Visual attention; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2016.07.008
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Retailers are the gatekeepers between consumers and eco-friendly products. As such, they can influence green shopping behavior. The results of an eye-tracking experiment show that retailers can attract consumers' visual attention and increase the green premium through various practices such as providing relevant information, orienting consumers inside the store, and offering an eco-friendly product assortment. Managerial implications are to use green-colored price tags to signal eco-friendly products, while avoiding greenwashing practices that can distract consumers from finding the eco-friendly products they look for.