Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China
| Autor: | Pengji Wang, Adrian T.H. Kuah, Muthu De Silva |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Consumption (economics) media_common.quotation_subject 05 social sciences Appeal Moderation Green marketing Personal consumption expenditures price index 0502 economics and business 050211 marketing Business Product (category theory) Consciousness China 050203 business & management media_common |
| Zdroj: | Journal of Business Research. 122:713-724 |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2020.01.016 |
| Popis: | Although a positive relationship is expected between consumers’ awareness of green benefits in a green product and their purchase intention, several studies have demonstrated otherwise. Against this back-drop, this article investigates how three personal consumption values—namely, environmental, status, and value-for-money consciousness—moderate the relationship between consumers’ awareness of a product’s green benefits and their purchase intention. From a survey of 956 consumers across the United Kingdom and China, we find a positive and significant relationship between consumers’ awareness of green benefits and their purchase intention. However, these consumption values significantly moderate this relationship. In the United Kingdom, environmental consciousness strengthens the relationship. On the other hand, status consciousness and value-for-money consciousness strengthen the relationship in China. The findings make original contributions to the literature by highlighting how to integrate individual consumption values in differing national cultures to refine green marketing theories. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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