Browsing NHH Brage by Author "Christiansen, Kristine Rettedal"

Now showing items 1-1 of 1

The Dilution Effect: A Barrier to Sustainable Consumption in B2B Markets? An Experimental Study of B2B Decision-Makers' Evaluation of a Sustainable Printer

Christiansen, Kristine Rettedal; Selvik, Filip Svendsen (Master thesis, 2023)

Previous research indicates that individuals have a tendency to perceive sustainable and functional attributes as mutually exclusive, even if this perception does not objectively reflect reality. This misconception can ...