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The paper discusses the application of behavioral economics in consumer decision-making in the sustainable product market. Behavioral economics is contrasted to the traditional economic theory, which assumes rationality of choices based on the maximization of utility, where behavioral factors, including psychological biases, social norms, and emoti...

By Arasuraja Ganesan, R. Velanganni, Vijayakanthan Selvaraj, M. Rajapriya