Double Standard: The Role of Environmental Consciousness in Green Product Usage

Abstract

The results from three studies suggest that consumers' perceptions of product effectiveness are critical in determining the amount of a product they choose to use in a given instance. In general, consumers consider green, or environmentally friendly, products to be less effective than regular products; therefore, consumers increase the amount of the green product they use to make up for the perceived inferiority. Notably, this pattern of green versus regular product usage is more pronounced among consumers who are environmentally conscious. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.

Linking Corporate Policy and Supervisory Support with Environmental Citizenship Behaviors: The Role of Employee Environmental Beliefs and Commitment

“…Despite the strong theoretical rationale of value congruence, or ideological exchange (e.g., Hart and Thompson 2007;Kristof 1996), there is emerging evidence that the effect of ethicality on individual behavior is complex and occasionally counterintuitive, both on (e.g., Chou 2014) and off the job (e.g., Lin and Chang 2012). Nevertheless, our results may be explained by the work motivation literature (e.g., Latham 2007), in particular self-determination theory (Deci and Ryan 1985).…”

An Analysis of the Green Product Attributes that Entice Green Purchasing- A Study Done in Bangalore City

“…So it is the responsibility of the marketer to make the eco-label clear and identifiable to the customers (Lin and Chang, 2012). A strong eco-label is capable to provide right information about the green product to a right customer.…”

“…Since green product is natural, customers believe that green products prove to be effective by the repeated usage (Lin and Chang, 2012). Many of the customers believe that conventional products are better in the aspects like packaging, branding and promotional aspects when compared to the green products (Mitra, 2014).…”

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“…There is clear environmental awareness in present-day society; however, such awareness contextualizes feelings of guilt and failure with the responsibilities of a group that did not do the right thing for an ideal society (Lin & Chang, 2012).…”