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An overconfident retailer has a cognitive bias in which it believes consumers are more sensitive to greenness of fashion products than it really is. Our findings show that the competition between two retailers discourages greenness level of fashion products, while overconfidence can provide a counterbalance to the negative impact caused by competition. We also find, a retailer\u2019s overconfidence is not only conducive to the greenness level of its own fashion products, but also can benefit to its rival. Moreover, it shows a low level of overconfidence can be a comparative advantage of the retailer\u2019s profit. Even though one of the retailers is unbiased and has an advantage of information, it can still earn less than its overconfident rival.<\/jats:p>","DOI":"10.1051\/ro\/2021178","type":"journal-article","created":{"date-parts":[[2021,11,30]],"date-time":"2021-11-30T18:10:11Z","timestamp":1638295811000},"page":"101-114","source":"Crossref","is-referenced-by-count":6,"title":["Fashion retail competition on product greenness with overconfidence"],"prefix":"10.1051","volume":"56","author":[{"given":"Bayi","family":"Cheng","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yuqi","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xinyan","family":"Shi","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mi","family":"Zhou","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"250","published-online":{"date-parts":[[2022,2,7]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"242","DOI":"10.1287\/msom.1070.0159","volume":"9","author":"Bernstein","year":"2007","journal-title":"Manuf. 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