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Q&A | What determines whether consumers buy eco-friendly products? It may be less about values and more about the way they think.

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In todays marketplace, eco-friendly product options can prove to be a tough sell, often because consumers have negative perceptions about sustainable products — they are seen as being more expensive, less effective, or less attractive. According to a new study from the UBC Sauder School of Business, however, those reasons could run even deeper — and may even depend on how consumers think.

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