Purpose: This study assesses how “green behaviour” influences the switching intention towards remanufactured products in sustainable consumers by introducing the possibility of an innovation diffusion approach for promotion efforts. Design/methodology/approach: This study utilises a...

Purpose: Product performance measurements have been used to explain other business performance variables. The purpose of this paper is to propose that, regarding Mexican consumers, the “comparison-based perceived attribute performance” (CAP) approach is a better predictor of outcomes, such...

Purpose This paper aims to show how consumers process information differently under two dissimilar types of brand strategies. By analysing data from dishwashing detergent consumers who evaluated two different brands, one with a high differentiated/performance/price brand (HB) strategy and other...