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Green, Greener or Brown: Choosing the Right Color of the Product
INFORMS Annual Meeting (2011)
  • Arda Yenipazarli, Georgia Southern University
  • Asoo J. Vakharia, University of Florida
There are a substantial number of consumers expressing their preferences for green products. In this research, we focus on the whether a firm should choose to expand its current portfolio of product offerings to include an environmentally “friendly” product which integrates multiple green attributes. Our approach considers not only the market preferences of consumers which are attribute specific but also the cost associated with including each environmental attribute in the green product.
  • Green products,
  • Environmentally friendly product,
  • Green attributes
Publication Date
November 14, 2011
Charlotte, NC
Citation Information
Arda Yenipazarli and Asoo J. Vakharia. "Green, Greener or Brown: Choosing the Right Color of the Product" INFORMS Annual Meeting (2011)
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