Objective: To extend findings from experimental price elasticity studies by examining these effects in a field setting and identifying gender differences in purchasing behaviour in response to variations in the cost of lower energy-dense (ED) and higher ED foods. Setting: Data were collected from low- and median-income male and female grocery…

Greenwashing is defined as "the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service" (UL Environment, 2013). As "green living" has become a marketable concept, and desirable consumers seek to enact a green identity, more companies are utilizing…