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University of Texas at Austin, McCombs School of Business


Green marketers should take cue from ten commandments

Researchers found that consumers prefer green products when making an 'exclusion' frame of mind, rather than an 'inclusion' one. By focusing on what they don't want, consumers are more likely to consider key issues such as animal testing and human rights. This framing shift can lead to increased preference for eco-friendly products.

SourceUniversity of Texas at Austin, McCombs School of Business·JournalJournal of Marketing Research·DateMar 31, 2009