Mathmann, Frank; Pohlmeyer, Lisa; Higgins, E. Tory; … - In: European Journal of Marketing 53 (2019) 4, pp. 661-684
Purpose This paper aims to investigates the effect of normative expectations in the purchase process on consumers’ value perceptions for prosocial products (e.g. environmentally friendly products) relative to conventional non-prosocial products. It extends the literature on both prosocial...