Hauck, Dominic; Ansink, Erik; Bouma, Jetske; Soest, … - 2014
One of the drivers of green consumerism are social network externalities that are associated with buying 'green …' because green consumerism is fashionable, or because of reputation effects. We analyze how the strength of this social network … network of green consumers. Depending on the strength of the social network effect, we show that (a) firms may produce lower …