This study utilizes the relativity theory, from behavioral economics, to evaluate impact of a ‘decoy' product offering in a set of product choices on consumer evaluation and purchase intention of eco-friendly products. Product categories tested include multipurpose cleaners (low involvement decision), denim jeans (medium involvement), and vehicles (high involvement). 310 respondents were tested. The findings of this research indicate that the addition of a less-desirable "decoy" product offering has a positive effect on the overall evaluation and purchase intention of eco-friendly goods. Further, this research is unique in finding that the addition of a less-desirable "decoy" product offering also has a positive effect on certain evaluation components of equivalent-quality competitor products. This research provides a foundation to better market sustainably-produced goods at point-of-purchase displays (both virtual and physical), indicating that marketers can influence and increase consumer purchase of eco-friendly goods. Theoretically, this is a "triple bottom line" win: good for businesses (lower costs), consumers (safer products), and the environment (less waste and impact).
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