From recycling to reusing hotel towels, consumers who participate in a company’s “green” program are more satisfied with its service, finds a new study co-led by a Michigan State University researcher.

Doing good makes customers feel good, and that “warm glow” shapes opinion, said Tomas Hult, Byington Endowed Chair and professor of marketing in the Eli Broad College of Business. But it gets more complicated when companies throw incentives into the mix.

Read more at Michigan State University News

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