Consumers are increasingly facing product evaluation and choice situations that include information about product sustainability, i.e., information about a product's relative environmental and social ...impact. In many cases, consumers have to make decisions that involve a trade-off between product sustainability and other valued product attributes. Similarly, product and marketing managers need to make decisions that reflect how consumers will respond to different trade-off scenarios. In the current research, we study consumer responses across two different possible trade-off scenarios: one in which consumers face a trade-off between product sustainability and hedonic value, and another in which they must trade-off between product sustainability and utilitarian value. Our results suggest that, overall, consumers are more likely to trade-off hedonic value (e.g., esthetics) for sustainability than to trade-off utilitarian value (e.g., functional performance) for sustainability. In Studies 1A and 1B, we presented participants with a product choice task and also measured their anticipatory emotions as they contemplated their options. The results suggest that given a trade-off, consumers are more likely to choose a sustainable product when they have to trade-off hedonic value than when they have to trade-off utilitarian value. Further, these studies provide some insight into the emotions underlying this effect. In Study 2, we use a different consumer response measure, relative purchase likelihood, and investigate the effect of trade-off type across categories that vary in the degree to which hedonic and utilitarian attributes are perceived to be important (referred to as 'product type'). Our results suggest that the effect of trade-off type still holds, yet is moderated by product type such that consumers' greater willingness to trade-off hedonic value (vs. utilitarian value) for sustainability is attenuated as the relative importance of hedonic (vs. utilitarian) attributes increases. In addition to building on our theoretical understanding of decision making given trade-offs with moral attributes, this research is also intended to support managers as they define and choose among various strategic, product development, and marketing promotion options.
Manufacturers are increasingly producing and promoting sustainable products (i.e., products that have a positive social and/or environmental impact). However, relatively little is known about how ...product sustainability affects consumers' preferences. The authors propose that sustainability may not always be an asset, even if most consumers care about social and environmental issues. The degree to which sustainability enhances preference depends on the type of benefit consumers most value for the product category in question. In this research, the authors demonstrate that consumers associate higher product ethicality with gentleness-related attributes and lower product ethicality with strength-related attributes. As a consequence of these associations, the positive effect of product sustainability on consumer preferences is reduced when strength-related attributes are valued, sometimes even resulting in preferences for less sustainable product alternatives (i.e., the "sustainability liability"). Conversely, when gentleness-related attributes are valued, sustainability enhances preference. In addition, the authors show that the potential negative impact of sustainability on product preferences can be attenuated using explicit cues about product strength. PUBLICATION ABSTRACT
Develop a more systematic, human-centered, results-oriented thought process Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and ...decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable, human-centered problem-solving process. Integrating high-level discussion with practical, actionable strategy, this book helps you re-tool your thought processes in a way that translates well beyond product development, giving you a new way to approach business strategy and more. Design is a process of systematic creativity that yields the most appropriate solution to a properly identified problem. Design thinking disrupts stalemates and brings logic to the forefront of the conversation. This book shows you how to adopt these techniques and train your brain to see the answer to any question, at any level, in any stage of the development process. * Become a better problem-solver in every aspect of business * Connect strategy with practice in the context of product development * Systematically map out your new product, service, or business * Experiment with new thought processes and decision making strategies You can't rely on old ways of thinking to produce the newest, most cutting- edge solutions. Product development is the bedrock of business —whether your "product" is a tangible object, a service, or the business itself — and your approach must be consistently and reliably productive. Design Thinking helps you internalize this essential process so you can bring value to innovation and merge strategy with reality.
This paper investigates the trade‐off decision that consumers face when choosing between a product that is perceived to be more sustainable (i.e., more socially and environmentally responsible) and ...another product that instead is perceived to offer superior functional performance. Prior research has demonstrated that consumers often believe that there is a trade‐off between sustainability and performance, and in some cases, this trade‐off may be real and not just perceived. The objectives of the current research are to understand the mediators and moderators of this trade‐off choice and to illustrate one specific way in which to use this understanding to promote the consumption of relatively more sustainable products despite a perceived performance trade‐off.
Two separate studies were conducted. The first employed a student‐based sample, whereas the second employed a nationally representative online sample. In both studies, participants were presented with a choice between two consumer products. One product was depicted as having superior sustainability characteristics (and average functional performance), and the other product was depicted as having superior functional performance (and average sustainability characteristics). Participants were asked to imagine that they were leaning toward choosing one product over the other, and then rated the degree to which they were feeling a set of possible emotions. Following these ratings, participants chose one of the products. The results suggest that consumers presented with such a trade‐off will tend to choose the product with superior functional performance over the product with superior sustainability characteristics, due to feelings of distress, until a minimum threshold of functional performance is achieved. The current research also shows that choice given this trade‐off depends upon the degree to which consumers value sustainability that, in turn, is mediated by consumers’ feelings of confidence and guilt.
Further, based on an understanding of the emotions mediating choice in this context, the authors demonstrate how the effective use of product aesthetic design can improve the relative choice likelihood of sustainable products. Specifically, the authors demonstrate that superior aesthetic design has a disproportionately positive effect on the choice likelihood of sustainability‐advantaged (versus performance‐advantaged) products due to the effect that superior aesthetic design has on overcoming the potential lack of confidence in sustainable products. These findings highlight the specific value of aesthetic product design in the context of marketing sustainable products and suggest that it is especially important for firms interested in marketing sustainable products to also develop market‐leading product aesthetic design capabilities.
This article explores the potential of a theoretical framework, based on social cognitive theory (SCT), to inspire future research into sustainable consumption. The SCT framework provides a dynamic ...perspective on sustainable consumption through exploring the interactive nature of personal, environmental and behavioral factors of consumption. The SCT framework, which builds on prior theoretical models of sustainable consumption, incorporates the concept of reciprocal determinism, wherein personal, environmental and behavioral factors create a feedback loop to influence each other. Two examples, toy sharing in New Zealand and water conservation in Australia, illustrate the dynamic nature of sustainable consumption and the potential of an SCT based framework to provide a more nuanced view of behavioral change in this context. From these two examples, several ideas for future research emerge to help illustrate the potential of SCT to inform and inspire the next wave of research on sustainable consumption.
Sustainable consumer behaviour—behaviour motivated or influenced by social and/or environmental considerations—is an important topic in public policy and consumer psychology. Research on the ...antecedents of sustainable consumer behaviour has found a robust “gender effect”: women are more likely than men to express concern about consumption’s broader impacts and to act upon those concerns. The mechanisms underlying the gender effect have not been well elucidated. At the same time, more limited research has found that sustainable consumer behaviour is also influenced by personality: more agreeable and more open consumers are more likely to place importance on and to act on social and environmental concerns. Separate research in personality psychology has shown that women tend to be more agreeable than men. The authors integrate these findings to propose and test a model in which personality mediates the effect of sex on sustainable consumer behaviour. The personality differences mediating this effect are the same ones elsewhere subsumed within “gender” differences. Our findings clarify the mechanisms underlying the observed sex effect, confirm the utility of personality constructs in clarifying differences in consumer attitudes and behaviours, and have compelling implications for public policy.
This essay explores sustainable consumption and considers possible roles for marketing and consumer researchers and public policy makers in addressing the many sustainability challenges that pervade ...the planet. Future research approaches to this interdisciplinary topic must be comprehensive and systematic and would benefit from a variety of different perspectives. There are several opportunities for further research; the authors explore three areas in detail. First, they consider the inconsistency between the attitudes and behaviors of consumers with respect to sustainability. Second, they broaden the agenda to explore the role of individual citizens in society. Third, they propose a macroinstitutional approach to fostering sustainability. For each of these separate, but interrelated, opportunities, the authors examine the area in detail and consider possible research avenues and public policy initiatives.
Prior research has demonstrated the critical role of values in promoting sustainable consumption behaviors. However, research is needed to identify novel ways to influence these values so that ...consumers will act on them. The present research demonstrates a practical and underappreciated way to enhance the values that promote sustainable consumption behaviors. Specifically, we demonstrate that mindfulness has a positive relationship with biospheric and altruistic values (but not egoistic values), and that these values mediate the relationship between mindfulness and two distinct forms of sustainable consumption: socially conscious consumption and frugal (i.e., reduced) consumption. We employ a series of three studies with sample populations drawn from different countries, and we use multiple measures for each of our focal constructs to demonstrate the robustness of our findings. Our findings suggest that marketers and policy makers can integrate mindfulness into their promotion and education initiatives as a means to help consumers clarify their values and, thereby, increase levels of sustainable consumption.
The authors provide synthesized summaries of research on product design conducted over the 20‐year period from 1995 to 2014, as well as suggestions for future research. Building on the conceptual ...model of product design proposed by Luchs and Swan, the current project describes research findings based on a review of 252 articles drawn from eight of the academic journals most influential to marketing thought, and identified by their inclusion of the terms “product design” or “industrial design” within their s, subject terms, and/or author supplied keywords. Specifically, the authors provide integrated summaries of 25 product design subtopics organized within Luchs and Swan's original 11 product design research topic categories, which, in turn, address the following three general product design research categories: context and strategy, product design process, and product design consequences. These summaries are followed by suggested future research opportunities to address gaps in the literature. In addition to seeking inspiration for future research based on a review of extant research, the authors illustrate an approach for exploring research opportunities based on current and emerging industry trends, such as sustainability, the sharing economy, and the emergence of consumer‐oriented health and performance management products. For each identified industry trend, the authors provide illustrative design implications with consequent illustrative research opportunities. This balanced approach to identifying near‐term research opportunities based on extant research and based on industry trends, i.e., looking forward and externally, may in turn improve the potential impact of future research on both knowledge development and on industry practice.
Social media has transformed the nature of communication and simultaneously given rise to paradoxes—irresolvable situations where contradictory elements co‐exist. These paradoxes are pervasive, and ...they can jeopardize consumer welfare because they are difficult to navigate. In this conceptual article, we argue that the principles of wisdom provide a unique and constructive lens through which to view the social media landscape with the aim of maximizing well‐being. We illustrate three social media paradoxes at individual, interpersonal, and societal levels of analysis. We also translate wisdom theory into practical recommendations for consumers, marketers, and public policy makers to facilitate wiser use of social media. Finally, we propose avenues for future transformative consumer research on how wisdom can help consumers to fruitfully approach paradoxes in the context of social media and beyond.
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