Browsing by Author "Tran, Thi Thanh Huong"
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Being Innovative While Being Green: An Experimental Inquiry into How Consumers Respond to Eco-Innovative Product Designs
Paparoidamis, Nicholas G.; Tran, Thi Thanh Huong; Leonidou, Leonidas C.; Zeriti, Athina (2019)Eco-innovations are an effective way for companies to strategically align themselves with customers’ growing environmental concerns. Despite their crucial role, scant research has focused on eco-innovative product designs. ...