When consumers penalize not so green products

Drexel University Correspondence SiddharthBhatt, LeBowCollegeofBusiness,DrexelUniversity, 3220Market Street, Philadelphia, PA19104. Email: shb56@drexel.edu ∗Both theauthors shared first authorship. Abstract Tocash inonconsumers’willingness topayhigherprices for greenproducts, several companies are promoting conventional products as green by highlighting a few green attributes. Through a theoretical lens, the authors investigate how consumers perceive such attempts. This research illustrates that not so green products make consumers sensitive to the monetary sacrifice associated with the purchase of such products. The current research shows that consumers have a negative attitude toward such products and they become concerned about the ethicality of the company when they encounter such products. Both implicit and explicit measures suggest that consumers notice the company'smotive behind such practiceswhich, in turn, impacts their price perceptions.