Communicating Green Marketing Appeals Effectively

Ku, Hsuan‐Hsuan; Kuo, Chun‐Yan; Wu, Ching-Luen; Wu, Chih-Ying

doi:10.1080/00913367.2012.10672456

Cited by 60 publications

(36 citation statements)

References 32 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The influence of green trust and perceived value on purchase intention is supported by the research results from Chen and Chang (2012), which emphasize the importance of product greenness to consumers' purchase intention. The influence of perceived quality of product on purchase intention is supported by other empirical studies in the marketing area (Ku et al, 2012). Green product adoption is represented by consumers who would purchase the green products.…”

Section: Discussionmentioning

confidence: 99%

“…Green marketing is R. Cheung et al 234 considered one of the major modern business trends (Ku, Kuo, Wu, & Wu, 2012). Its strategic aims have been expressed in more environmentally focused communications with more ecological claims (Banerjee, Gulas, & Iyer, 1995;Phau & Ong, 2007;Schuhwerk & Lefkoff-Hagius, 1995).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Drivers of green product adoption: the role of green perceived value, green trust and perceived quality

Cheung

Lam

Lau

2015

Journal of Global Scholars of Marketing Science

View full text Add to dashboard Cite

This study investigates the role of green perceived value, green trust and perceived quality on the adoption behavior of green consumers. A survey was conducted using a sample of 188 respondents and a partial least squares approach was used to validate the research model. The research results show that both green perceived value and perceived quality have a direct influence on green purchase intention. Green trust also mediates the relationship between green perceived value and green purchase intention, which in turn predicts purchase behavior regarding green products. The research results indicate that the drivers of green product adoption are represented by green perceived value, green trust and perceived quality. Marketers should be putting more emphasis on this relatively new approach to green marketing strategies to induce purchase and adoption of green products, thereby creating competitive advantages for the company.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Drivers of green product adoption: the role of green perceived value, green trust and perceived quality

Cheung

Lam

Lau

2015

Journal of Global Scholars of Marketing Science

View full text Add to dashboard Cite

show abstract

“…It has become an important task for the world to reduce energy consumption and protect the environment [29]. Therefore, in addition to the government, nongovernmental organizations, and firms, consumers also shoulder the responsibility to protect the environment and its resources [30,31].…”

Section: Literature Review On Green Consumption and Powermentioning

confidence: 99%

The Influence of High–Low Power on Green Consumption: The Moderating Effect of Impression Management Motivation

Zhang

Deng

2019

Sustainability

View full text Add to dashboard Cite

The importance of sustainable development has reached a consensus. Green consumption, as the final link of consumer behavior, can help green production activities make a real difference and achieve sustainable development. Based on the Agentic-Communal Model, this paper explores the relationship between power and green consumption through three experiments. The results showed that low-power (vs. high-power) consumers, who are more dependent on others, are likely to facilitate and encourage a communal orientation towards one's environment. These consumers pay more attention to others and may have a preference for green consumption. Self-concern plays a mediating role in this mechanism. However, when individuals have a strong impression management motivation, the difference in their willingness toward green consumption will disappear. In other words, both lower-power and high-power consumers are more willing to purchase green products. This paper helps to deepen the understanding of the psychological mechanisms underlying green consumption and also provides practical implications for firms' green marketing strategies.Sustainability 2019, 11, 4287 According to Baron and Kenny [71], in order to test the moderated mediating role of self-concern, 413 green consumption was regressed on the power and impression management motivation. The results 414 indicated that the interaction of power and impression management motivation was a significant 415 independent variable of green consumption with power, impression management motivation, and 416 power × impression management motivation as the independent variable (β = 0.18, p < 0.01). The 417interaction was also a significant independent variable of self-concern with power, impression 418 management motivation, and power × impression management motivation as the independent 419 variable (β = −0.09, p < 0.05). In addition, power × impression management motivation was also a 420 significant independent variable of green consumption with power, impression management 421 motivation, power × impression management motivation, and self-concern as the independent 422 variable (β = 0.15, p < 0.05). 423A bootstrapping analysis was used to test the moderated mediating role of self-concern. The 424 bootstrap mediating variable test was performed with reference to the mediation analysis model of 425 categorical variables proposed by Hayes (Model 8, n = 5000 samples) [72]. Under a 95% confidence 426 level, a consumer's self-concern was found to mediate the influence of power on green consumption. 427The results showed that the indirect effect (LLCI = 0. 0025 and ULCI = 0. 2411) does not contain 0. 428Furthermore, under weak impression management motivation, the mediating effect of a consumer's 429 self-concern was positive and significant (LLCI = −0.3649, ULCI = −0.1354). Under the strong 430 impression management motivation, the mediating effect of a consumer's self-concern was positive 431 and significant (LLCI = −0.2495, ULCI = −0.0457). 432 7. Conclusions and Discussion 433 7.1. Conc...

show abstract

“…Moreover, regulatory focus impacts the effectiveness of advertising campaigns (Evans and Petty, 2003;Cesario et al, 2004;Pham and Avnet, 2004;Kareklas et al, 2012;Ku et al, 2012). Research has shown that advertising campaigns that emphasize compatibility with the regulatory focus of the recipients are more effective (Higgins, 2000;Higgins et al, 2003).…”

Section: Regulatory Focusmentioning

confidence: 99%

Being green: from attitude to actual consumption

Miniero

Codini

Bonera

et al. 2014

Int J Consumer Studies

View full text Add to dashboard Cite

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

show abstract

Communicating Green Marketing Appeals Effectively

Cited by 60 publications

References 32 publications

Drivers of green product adoption: the role of green perceived value, green trust and perceived quality

Drivers of green product adoption: the role of green perceived value, green trust and perceived quality

The Influence of High–Low Power on Green Consumption: The Moderating Effect of Impression Management Motivation

Being green: from attitude to actual consumption

Contact Info

Product

Resources

About