Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products

This paper presents two empirical studies that investigate various combinations of different products and types of Point-of-Purchase displays (PoPs) from self-regulation and operant conditioning theoretical perspectives. The results reveal that PoPs' effectiveness depends on the congruence between, on the one hand, the type and the content of the PoP and, on the other hand, the perceived product attributes. After discussing how to engage consumers with product-related signals that help perceive an adequate control over the in-store purchasing experience, the paper contributes to the literature by offering theoretical and managerial implications on designing effective green products display strategies.