Interest in issues associated with environmental sustainability is continuously growing and sustainable consumption is now a mainstream topic at the top of the international public administration agenda. However, the many studies about the general inconsistency between green consumer attitudes and green consumption have not considered two individual differences that seem to be interesting in order to explain the ethical consumer attitude–intention gap: regulatory focus and time horizon. Regulatory focus, being the strategic orientation individuals use to pursue their goals, might enhance consumers’ sense of duty towards environmental issues. Time horizon represents the consumers’ perceived time lag between their decision and its outcome, and can induce them to immediately engage in a specific behaviour. With this goal in mind, the present work illustrates the results of three experimental studies that focus on individual differences (regulatory focus and time horizon) that might influence consumers to comply with green consumption. Results show that prevention-focused individuals demonstrate a higher compliance with green behaviour, both in the short-term and in the long-term outcome horizons
Premium private labels (PPLs) are applied to products with distinctive features with prices equal, and sometimes even higher, than those of the category leaders. The objective of the retailers is to obtain, in the minds of consumers, the same positioning of national brands. So, PPLs are becoming more and more crucial for competitive advantage and store loyalty. Starting from this evidence, this paper aims to contribute to the advancement of knowledge on the subject, analyzing the impact of consumer trust in retailer, consumer involvement and product value on consumer willingness to buy PPLs. Data for hypotheses testing were collected through a 2 × 2 × 2 experiment between subjects, in which different groups of consumers were randomly exposed to different experimental conditions. Results show that: (a) consumer trust in retailer positively influences consumer’s willingness to buy in case of products with hedonic value; (b) consumer involvement has a significant main effect and there is a significant two-way interactions between trust and involvement; (c) when consumer trust in retailer is low, non-involved consumers show a greater willingness to buy the PPL for products with utilitarian rather than hedonic value.
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