Forthcoming experimentation paper in Journal of Business Ethics

Our paper “When is sustainability a liability, and when is it an asset? Quality inferences for core and peripheral attributes”, has been accepted for publication in Journal of Business Ethics. The paper is co-authored with our good friend and colleague, Siv Skard, and it will be published in 2020. You can download an unpublished version of it here.

This paper is a part of the ongoing research project, #sustainX. Here we work closely with companies to develop research-based insights on how companies can succeed with such sustainability innovations. That is, how can they use business model experimentation to design sustainable business models with lower footprints and higher positive impact, while facilitating green behavioral change on the part of consumers.

In the forthcoming paper in the Journal of Business Ethics, we run a series of experiments to explore when sustainability is an advantage and when it is not. The abstract reads as follows:

“Sustainable products offered in today’s marketplace are labelled with product-related green attributes (i.e. green core attributes) or non-product-related green attributes (i.e. green peripheral attributes). The current research investigates consumers’ inferences about a product’s functional quality when its core attributes are green (e.g. the ingredients) and when its peripheral attributes are green (e.g. the product packaging). Four experimental studies and an internal meta-analysis show that there is a sustainability liability effect in strength-dependent categories (for both core and peripheral attributes), and a sustainability asset effect in gentleness-dependent categories (for core attributes only). Our research contributes to the current understanding of how consumers make inferences about product quality when contemplating different types of green attributes. The findings have implications for how strength-dependent and gentleness-dependent products should be labeled as green.”

The paper will have the following reference:

Skard, S., Jørgensen, S. and Pedersen, L.J.T. (2020). When is sustainability a liability, and when is it an asset? Quality inferences for core and peripheral attributes. Journal of Business Ethics [forthcoming.]

You can download an unpublished version of it here, or read the embedded version below:



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