“…Indeed, the value for money of a green product is positively influenced by a pro-environmental attitude (Biswas and Roy, 2015), thus potentially generating additional revenues and profits for firms investing in less polluting techniques. Nevertheless, few works analyzed the effects (and feedback) at the aggregate level of such a change in consumers' behavior (Aghion et al, 2023;Konc et al, 2021;Busato et al, 2023).…”