Purpose – This paper aims to examines whether firms’ eco-friendly advertising claims are supported by environmentally friendly behavior. Design/methodology/approach – The paper develops a game theory model to determine the circumstances under which firms’ environmental claims will be...

A popular approach to explain over-contribution in public good games is based on the assumption that people care (either positively or negatively) about the utility of other participants. Over-contribution then is an outcome of utility maximization where utility depends on subjects' own payoffs...