Being Innovative While Being Green: An Experimental Inquiry into How Consumers Respond to Eco‐Innovative Product Designs Nicholas G. Paparoidamis, Thi Thanh Huong Tran, Leonidas C. Leonidou and Athina Zeriti Originally published: September 6, 2019 (PDMA JPIM • Vol 36, Issue 6 • November 2019)...