ABSTRACT
Alternatively to, or possibly even in addition to the Porter hypothesis, a way for markets to self-regulate is green consumerism. The idea that consumers care about the environmental consequences of production and/or consumption has been investigated both theoretically and empirically in the economics and management literature (see Anderson and Cunningham, 1972; McKenzie, 1991; Scherhorn, 1993; Karp, 1996; Thøgersen, 1999; Thøgersen and Ölander, 2002; Kotchen, 2006a, b; to mention just a few).
