Meise, Jan NiklasJan NiklasMeiseRudolph, ThomasThomasRudolphKenning, PeterPeterKenningPhilipps, Diane M.Diane M.Philipps2023-04-132023-04-132014-07https://www.alexandria.unisg.ch/handle/20.500.14171/8669510.1016/j.jretconser.2014.03.013More than ever, consumers are demanding sustainable options on retail shelves. Retailers, however, are not finding clear evidence of the financial benefits for doing so. This study attempts to provide concrete suggestions to retailers on what kinds of sustainability-related information to provide to consumers. Our online study of approximately 3600 participants provides evidence that, when provided with full information on all sustainability-related attributes, consumers make price/benefit trade-offs resulting in the selection of higher priced, more value-differentiated products. Further, when sustainability-related information is provided for some products and not for others, consumers will "punish" the nonsustainable option. Managerial implications are discussed.enPricingValue-differentiationDecision-makingChoice modelsRetailingSustainabilityjournal article