Cents of self: How and when self-signals influence consumer value derived from choices of green products

Dixon, Darcie Julia; Mikolon, Sven

doi:10.1016/j.ijresmar.2020.08.002

Cited by 19 publications

(17 citation statements)

References 101 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Third, our study contributes to research on product effectiveness (Chen & Chiu, 2016;Dixon & Mikolon, 2021) by demonstrating that packaging color affects product effectiveness (a functional value in the TVC framework) through the mediating effects of perceived masculinity and perceived fit. Specifically, green (vs. red) packaging increases perceived fit, which in turn increases perceived product effectiveness.…”

Section: Theoretical Contributionmentioning

confidence: 77%

“…In the context of TCV, we argue that perceived product effectiveness relates to functional value, which refers to a product’s capacity to provide utilitarian or physical performance (Sheth et al., 1991). Importantly, consumers typically perceive a trade‐off between product performance and environmental friendliness (Dixon & Mikolon, 2021). Similar perceptual trade‐offs (which affect the adoption of more healthy and sustainable lifestyles) have been observed in related fields, such as perceptions regarding healthy food, ethical products, and non‐profit organizations.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products

Felix

González

Castaño

et al. 2021

Int J Consumer Studies

View full text Add to dashboard Cite

Pollution and the degradation of natural resources remain among the most pressing challenges facing our planet in the 21st century (OECD, 2020). As emphasized by White et al. (2019), the behaviors of individual consumers today have unprecedented consequences for the natural environment. It is thus not surprising that substantial efforts have been dedicated towards understanding how consumers can be motivated to purchase green rather than conventional products (Yan et al., 2020).Previous research suggests that packaging color plays a fundamental role in product judgments in general (Mead & Richerson, 2018) as well as in the purchase of environmentally friendly products (Seo & Scammon, 2017). For example, sustainable products are often designed using natural colors such as green

show abstract

Section: Theoretical Contributionmentioning

confidence: 77%

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products

Felix

González

Castaño

et al. 2021

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…Participants then answered our dependent variable question: “How much would you be willing to pay for one serving (12 oz.) of Green Mountain Coffee?” using a scale ranging from “$0” to “$10.” This was followed by scales to measure perceived self-concept alignment—the extent to which participants felt the choice to purchase Green Mountain Coffee matched with characteristics of their true self (α = .90; modified from Dixon & Mikolon, 2021 ) and warm glow feelings ( α = .88; modified from Tezer & Bodur, 2020 ; see Web Appendix E for items). Next, participants engaged in the filler task from the prior studies.…”

Section: Methodsmentioning

confidence: 99%

The Negative Effect of Low Belonging on Consumer Responses to Sustainable Products

2022

View full text Add to dashboard Cite

Sustainable products are engineered to reduce environmental, ecological, and human costs of consumption. Not all consumers value sustainable products, however, and this poses negative societal implications. Using self-expansion theory as a guide, we explore how an individual’s general sense of belonging—or the perception that one is accepted and valued by others in the broader social world—alters their responses to sustainable products. Five experimental studies and a field study demonstrate that individuals lower in belonging respond less favorably to sustainable products in terms of evaluations and willingness to pay than individuals higher in belonging. Process evidence shows that the extent to which individuals low in belonging perceive that collective, sustainable choices will impact them personally drives this result and that belonging does not impact responses to conventional (i.e., non-sustainable) products. However, perceiving a shared human experience—or that individuals share some important, basic similarities with all people—attenuates the negative effect of low belonging on responses to sustainable products for consumers both low and high in belonging. This research has significant implications for businesses and society given the growing sense of disconnect in modern society. Supplementary Information The online version contains supplementary material available at 10.1007/s10551-022-05257-0.

show abstract

“…All participants were presented with the image of a bottle of laundry detergent used in study 1. The image was adapted from materials used by Dixon and Mikolon (2021) (see Figure 1 ). The manipulation text under the image is “This is a bottle of laundry detergent, which is green, natural, mild, anti-sensitive, low-carbon and environmentally friendly, with stronger decontamination ability.” After reading the manipulation, the participants were required to answer, “Do you think it’s a green product?” The researchers then counted the percentage of participants who thought the detergent was a green product.…”

Section: Methodsmentioning

confidence: 99%

The Influence of Social Crowding on Consumers’ Preference for Green Products

2022

View full text Add to dashboard Cite

With the increasingly crowded shopping environment, social crowding has become an important factor that affects consumers’ psychology and behavior. However, the impact of social crowding on consumers’ preference for green products hasn’t been focused on. Therefore, the aim of this paper is to empirically investigate the influence of social crowding on consumers’ preference for green products. With four studies, the present research examines how social crowding influences consumers’ preferences and uncovers the underlying psychological mechanism. The research shows that consumers prefer green products more under the condition of high social crowding than low, and safety needs mediate the impact of social crowding on green products preference. However, the impact of social crowding on the preference for products is only significant in green products. It also demonstrates the moderating effect of introversion-extraversion personality traits between social crowding and green products preference. For extraverted consumers, social crowding won’t affect their preference for green products, while for introverted consumers, social crowding is more likely to increase their preference for green products. This study contributes to marketing research by proposing and testing a new mechanism that underlies social crowding.

show abstract

Cents of self: How and when self-signals influence consumer value derived from choices of green products

Cited by 19 publications

References 101 publications

When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products

When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products

The Negative Effect of Low Belonging on Consumer Responses to Sustainable Products

The Influence of Social Crowding on Consumers’ Preference for Green Products

Contact Info

Product

Resources

About