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Consumers will pay a 10% premium for sustainability, and demand a greater discount for "unsustainability," but they won't trade off functionality.
Tag: Communicating sustainability
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They also punish companies for unethical practices.
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Consumers act responsibly when they see an impact, feel connected, and don’t have to sacrifice quality.
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The Socially Responsible Purchase and Disposal (SRPD) scale measures how consumers make green purchases and finds that it hinges on making a difference.