Fischer, Carolyn; Lyon, Thomas P. - In: Journal of Economics & Management Strategy 23 (2014) 3, pp. 692-716
type="main" <p>We study markets in which consumers prefer green products but cannot determine the environmental quality of any given firm's product on their own. A nongovernmental organization (NGO) can establish a voluntary standard and label products that comply with it. Alternatively, industry...</p>