From a consumers’ perspective, this means that only if a product affects their individual
interests positively in the first place, they are likely to choose a product that scores positively on green attributes too, because that will make them feel even better about their purchase (referred to as ‘the warm glow effect’; Kahneman and Knetsch, 1992;Nunes and Schokkaert, 2003; Bolderdijk et al, 2013).