We posit that consumers' preferences for more sustainable products depend on the perceived social norm, which in turn is shaped by average consumption in society. We explore the implications of such preferences for firms' incentives to introduce more sustainable products and to co-operate in...

It is well documented in the literature that women frequently react less favorably to competition than men. In this paper, we test for the effects of social norms on willingness to compete (WTC). Subjects compete in two-person teams. In the treatment, one team member is randomly assigned the...