Consumers cannot verify green attributes directly and must rely on such signals as eco-labels to authenticate claims. Using signaling theory, this study explored which aspects of eco-label design ...yield more positive effects. The study uses a 2 (argument specificity: specific versus general) × 2 (label source: government versus corporate) × 2 (product involvement: low versus high) experimental design (n = 233). Specific arguments consistently yield greater eco-label trust and positive attitudes toward the product and label source, but only with low-involvement products is source important, with corporate labels yielding more positive attitudes. Findings are discussed in terms of theoretical and managerial implications.
Purpose: Despite all the environmental concerns and positive attitudes of customers toward sustainability and green products, market share of green products remains confined to just 1-3 percent of ...the entire market. This discrepancy or gap between consumers' favorable attitude toward environment and actual purchase behavior of green products is referred to as "green purchasing inconsistency" or "green attitude-behavior gap." The purpose of this article is to explain why this gap still exists and to investigate whether the influence of moderator variables (i.e. ability and opportunity) can minimize this gap. Design/methodology/approach: A survey was conducted with 450 consumers in Dhaka City (capital of Bangladesh) and items were adopted from different literatures. Structural equation modeling was applied using STATA 14 software. Findings: The findings suggest that ability can play a key role in motivating the consumers toward more green purchase behavior along with eco-label knowledge, but not with general knowledge of environment. Also, the findings indicate that opportunity was not a moderating factor in the expected way. The article ends with actionable strategies for practitioner managers who are interested in expanding green product market. Originality/Values: The authors incorporated the motivation-ability-opportunity (MAO) model by Olander and Thogersen in their study to understand consumer behavior in the Bangladeshi context. Two moderating variables (i.e. ability and opportunity) were derived from the MAO model to study the link between attitude toward environment and ecologically conscious consumer behavior in the context of a developing country (i.e. Bangladesh).
Eco-innovation (EI) allows organizations to achieve environmental and economic gains but the conditions for successful EI to occur are unclear. This paper proposes that firms can improve their EI ...performance by adopting circular economy (CE) systems and technologies, such as product take-back and recycling. We thus explore an unconventional, systems- and technology-driven path dependence dynamic leading to higher EI performance because of prior CE commitments (instead of managerial initiatives directly aimed at fostering EI). An analysis of 724 firms shows that the adoption of such technologies and systems puts firms on a sustainability path: firms benefit from making further changes to improve the functioning of these systems, which in turn create the conditions and capabilities for future EIs. Environmental supply chain policies thus mediate the relationship as the firm adopting take-back and recycling needs to involve outside partners in their administration. Neither environmental management systems nor data protection policies act as mediators. This is the first quantitative study that considers take-back and recycling and EI scores with a cross-national-cross-sectorial sample size. The results indicate that firms should see the introduction of CE systems and technologies as an opportunity for EI.
As the demand for eco-friendly products arises, many suppliers have devoted significant effort to green innovation. Prior studies have investigated how green innovation influences product and firm ...performance; however, its influence on the relationship between suppliers and organizational buyers (customers) is still unknown. Organizational buyers' receptivity to green products is uncertain as they must adjust their current systems to accommodate the new products. As such, understanding how supplier green innovation effort affects the supplier-customer relationship is essential for green innovation success. Using data collected from 196 B2B customers, we find that the relationship between supplier green innovation effort and relational performance depends on several customer- and relationship-level contingencies. Specifically, green innovation benefits a relationship more if customer participation and relational embeddedness are high, or if customer risk aversion and customer-perceived product criticality are low. This research provides valuable guidance for the effective implementation of green innovation.
•Suppler green innovation efforts can generally lead to superior relational performance.•The positive impact of green innovation efforts depends on several customer- and relationship-level contingencies.•Green innovation benefits a relationship more if customer participation and relational embeddedness are high.•Green innovation will be more beneficial if customer risk aversion and customer-perceived product criticality are low.
This study attempted to answer the following research questions: (1) Do eco-friendly attitudes affect hotel customers’ environmentally friendly intentions to visit a green hotel, to spread ...word-of-mouth about a green hotel, and to pay more for a green hotel?; (2) If so, which facet of attitudes has the greatest impact?; (3) How do their expressed intentions differ across gender, age, education, and household income?; (4) How do such expressed intentions differ based on the existence of previous experience staying at a green hotel? A total of 422 cases were used to answer the research questions. Findings indicate that customers’ green attitudes are, in general, significantly associated with their expressed intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for it. Gender differences in such intentions were found, and the intentions were affected by their previous experiences with a green hotel. However, the eco-friendly intentions did not significantly differ across age, education, and household income.
India now ranks 3rd after China and USA in the Primary Energy consumption. One of the sectors which have shown a sharp increase in the domestic sector. Keeping in mind the impacts on the environment ...and associated expenses, reduction in energy consumption in this sector is an important domain of research. The paper aims to analyse the role of Green Marketing and its tools in affecting the Energy-saving and Green Product Buying behaviour in the Domestic Sector. The factors considered for the analysis seem to have strong correlation hence Descriptive Statistics doesn’t give a clear picture. Therefore a more advanced market research tool such as factor analysis helps in understanding the factor loadings. At the same time, an effort made is to understand whether price or Environmental Concern plays a pivotal role in buying an Energy-efficient appliance. The research proves the significance of Green marketing in influencing the buying Behaviour and Energy-saving behaviour as Respondents claim they are highly influenced by Green Packaging and Environmental Beliefs. It can also be noted that although advertising plays a good role in spreading awareness amongst respondents, it is not a significant factor to change their perception regarding the purchase of Green products. Recommendations are made to augment the extent of exploration in the study of Green marketing and its role in energy-saving behaviour.
Environmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an ...economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers' environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers' doubts as a valuable element for global green advertising effectiveness.
Consumer Receptivity to Green Ads Tucker, Elizabeth M.; Rifon, Nora J.; Lee, Eun Mi ...
Journal of advertising,
12/2012, Letnik:
41, Številka:
4
Journal Article
Recenzirano
The overarching goal of this study is to clarify how individual characteristics may influence consumers to be more or less receptive to ecologically themed ad claims. An experiment compares the ...effectiveness of strong and weak green product claims with a cause-related marketing strategy to advertise a "green" product. The results suggest that consumers with positive attitudes toward environmental protection are equally receptive to all conditions tested. An analysis using a theoretically based structural equation model points to the important role played by perceived consumer effectiveness in creating positive responses.
The study investigates which group of Saudi females are more conscious about buying green cosmetic products. It also analyses the relationship between motivational factors (MF), purchase preferences ...(PP), and tendency towards heath consciousness (THC) in green cosmetic products. A model was developed to understand the influence of independent variables on the dependent variable. MF, PP, and THC were considered as independent variables and purchase of green cosmetic products as dependent variable. A survey was conducted using a survey questionnaire and collected data from 318 Saudi women under three major segments (university students, working women, and non-working women) belonging to various provinces in Saudi Arabia. Multiple regressions in SPSS software were used to analyze the collected data. While the students do not have a significant purchasing capability, housewives lack an informed purchasing decision. However, only the working women are potentially motivated with fair health consciousness and consideration to purchase the green cosmetics. This paper provides an insight for retailers, wholesalers, manufacturers' green cosmetic industry, policymakers, whole cosmetic industry, and other stakeholders.
•Economic incentive with environmental purpose can increase internalized motivation.•Germans are intrinsically motivated to recycle while Chinese are at the introjection stage.•Both internalized and ...external motivations influence recycling in the USA.•Restrictive incentives do not lower autonomy perception in Germany and China.
Previous research reported conflicting results on the effectiveness of economic incentives versus green appeals for promoting pro-environmental behavior and neglected the possibility of combining both as well as country differences. Through online experiments in Germany, the USA and China, we tested a monetary reward for recycling that is only redeemable for eco-friendly products – a “green reward” – in comparison to a standard reward (redeemable for any product) and a green appeal (highlighting environmental impact). In China, green rewards significantly increased recycling intentions via introjected motivation. In the USA, rewards improved intentions mainly via extrinsic motivation. In Germany, green appeals appeared to be the best strategy. Extrinsic rewards are expected to reduce perceived autonomy support, but only did so in the USA. Differences between countries are identified with regard to “crowding-out” of internalized motivation. It appears that under some conditions an environmental purpose can neutralize negative effects of extrinsic incentives.
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