Today, firms are faced with a number of environmental challenges such as pollution, scarcity of natural resources, global warming a growing demand for environmentally friendly products. Complexity of sustainability issues in operations management leads this study to determine a parsimonious...

Purpose – The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process....