TY  - GEN
AU  - LIN, YING-CHING
AU  - CHANG, CHIU-CHI ANGELA
TI  - Dpuble standard: The role of environment consciousness in green product usage
PY  - 2012///
KW  - MARKETING
N2  - The result from three studies suggest that consumers' perceptions of product effectiveness are critical in determining the amunt of a product they choose to use in a given instance. In general consumers consider green, or environmentally friendly,products to be less effctive then regular products; therefore, consumers increase the aamount of the green prodcut they use to make up for the perceived inferiority
ER  -