Consumers’ Behavior toward Green Products: A Signalling Theory Approach

Schena, Rosamartina; Netti, Giulia; Russo, Angeloantonio

doi:10.5430/ijba.v6n6p44

Cited by 5 publications

(5 citation statements)

References 36 publications

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“…On the other hand, some of the study results in the context of the hospitality industry indicate that customers may behave indifferently towards eco-friendly corporate practices due to their lack of concern and knowledge about environmental issues. These customers show no tendency in changing their attitudes towards the company because of their scepticism and greenwashing perceptions (Hu et al , 2010; Jeong et al , 2014; Schena et al , 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

Hotel customer segmentation according to eco-service quality perception: the case of Russian tourists

Aksu

Albayrak

Caber

2021

JHTI

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PurposeThis study aims to explore the components of eco-service quality at hotels and to cluster hotel customers based on their eco-service quality perceptions.Design/methodology/approachA quantitative research approach was adapted, and a survey study was performed on Russian tourists staying at the hotels located in Antalya, Turkey. Factor analysis results showed that the eco-service quality variable contains the dimensions of equipment, practice and staff and food. These factors were used to cluster hotel customers, and two groups were obtained as sensitive customers to eco-services and apathetic customers to eco-services. Cluster-based differences were identified by a series of cross-tabulations and regression analyses.FindingsSome socio-demographic and travel choice-related differences were obtained between the customer groups. The results of regression analyses showed that the most important determinant of sensitive customers' overall satisfaction was equipment, which was followed by staff and food and practice. The only significant determinant of apathetic customers' overall satisfaction was equipment.Practical implicationsHotel customers, who have different socio-demographic characteristics, are identified to have also distinct perceptions on the quality of eco-friendly equipment or services. Hence, hotel managers are suggested to develop proactive and value-generating environmentally friendly practices that appeal to different market segments. However, hotel managers should decide on prior areas and prefer low-cost options when “going green”, as some customer-groups do not notice such efforts.Originality/valueFrom the theoretical point of view, this study is original in showing the dimensional structure of the eco-service quality construct and the impact of each dimension on hotel customers' overall satisfaction. Both theoretically and practically, the findings offer valuable implications about the behavioural tendencies of Russian tourists towards eco-hotel practices.

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Section: Literature Reviewmentioning

confidence: 99%

Hotel customer segmentation according to eco-service quality perception: the case of Russian tourists

Aksu

Albayrak

Caber

2021

JHTI

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“…First of all, the concept of green marketing has become a rising force, creating a need for additional efforts to promote eco-friendly products [9]. In the context of green marketing, advertisements addressing environmental concerns are always very powerful to facilitate green purchasing [10].…”

Section: Introductionmentioning

confidence: 99%

Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention

Liao

Pham

2020

Sustainability

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The purpose of this study is to integrate the theoretical base of green purchasing by using the signaling theory approach to green marketing. Since previous studies do not combine relevant factors from the perspective of Signaling Theory and Attitude-Behavior-Context (ABC) Theory for green purchase, this study attempts to examine the effects of green customer value and attitude towards green products on green purchase intention. Moreover, it aims to identify the moderating effects of green marketing and green psychological benefits on the relationships between customer value, attitude, and green purchase intention. This study involved a survey that comprised 319 customers with at least a year’s experience in buying green products in Cambodia. The findings empirically revealed a significant and positive influence of green customer value on attitude towards green products. Furthermore, both green customer value and attitudes towards green products have a positive effect on green purchase intention. Green marketing (environmental advertising, and green word-of-mouth) and green psychological benefits (warm glow, self-expressive benefits, and nature experience) moderate the relationships between customer value, attitude towards the green product, and green purchase intention. The results may be beneficial for managers and marketers to develop appropriate green marketing strategies. They may also be helpful for academicians to conduct further validations regarding the theoretical framework of green purchasing.

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“…ST describes how firm's communications, actions and strategic choices provide signals, which are then absorbed by the customers to build impressions (Baruah and Panda, 2020). Consequently, customer attitudes toward the brand are a response to these signals (Schena et al ., 2015). However, consumers gain information based on what the firms convey, and, in the greenwashing phenomenon, the firm deliberately communicates false environmental attributes.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

The greenwashing effects on corporate reputation and brand hate, through environmental performance and green perceived risk

Santos

Coelho

Marques

2023

APJBA

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PurposeWhen a company practices greenwashing, it violates consumers' expectations by deliberately deceiving them about their environmental practices or the benefits of their products/services. This study investigated the effects of greenwashing on corporate reputation and brand hate. Furthermore, this study explored the mediating effects of perceived environmental performance and green perceived risk.Design/methodology/approachA survey design using cross-sectional primary data from 420 Portuguese consumers who identified and recognized brands engaged in greenwashing was employed. The proposed hypotheses were tested using structural equation modeling techniques.FindingsThis study's findings show that consumer perceptions of greenwashing may damage brands. The results show that greenwashing has a negative effect on corporate reputation through perceived environmental performance and green perceived risk. Additionally, greenwashing has a positive direct effect on brand hate and a negative effect on green perceived risk. Therefore, reducing greenwashing practices can improve consumers' perceptions of corporate environmental performance, buffer green perceived risk, and ultimately enhance corporate reputation. This can lead to positive relationships with customers.Originality/valueBased on signaling and expectancy violation theories, this study develops a new framework highlighting the detrimental effects of greenwashing on brands. The combination of these theories provides the right framework to understand how greenwashing may lead to extreme feelings like brand hate and negative perceptions of corporate reputation, thus advancing the current research that lacks studies on the association between these constructs.

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Consumers’ Behavior toward Green Products: A Signalling Theory Approach

Cited by 5 publications

References 36 publications

Hotel customer segmentation according to eco-service quality perception: the case of Russian tourists

Hotel customer segmentation according to eco-service quality perception: the case of Russian tourists

Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention

The greenwashing effects on corporate reputation and brand hate, through environmental performance and green perceived risk

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