How to arrange assortments available in green alternatives: Displaying products by green attributes

Abstract

Previous research has investigated how product display affects consumer choices.However, less is known about the effect of product display on green consumption when products are displayed by green attributes. Through three studies with 610, 661, and 208 valid participants, respectively, the present research demonstrates that displaying products by green attributes render green products more recognizable to the consumer, thereby inducing green choices from among the consideration sets.The positive effect is enhanced by providing green category labels on products. However, the positive effect of product display by green attributes weakens in the case of consumers with high brand familiarity. The findings contribute theoretically and practically to the research on promoting green choice through environmental cues such as product display.

Beauty May Not Be Effective: The Effects of Imaginative Display on Green Product Evaluation

“…For instance, in terms of display forms, Wang et al (2020) found that when consumers are psychologically distant from environmental issues, upward displays of eco-friendly products can improve their processing fluency of product information, resulting in more favorable product evaluations and higher purchase intentions (Xiao et al, 2023) showed that perceived greenness was higher for environmentally friendly products with low visual density design. In addition, regarding the display environment, Yao (2023) demonstrates that displaying products with green attributes renders green products more recognizable to the consumer, thereby inducing green choices among the consideration sets. Rizzi et al (2022) found that touchpoints influence consumers' perceptual consistency, influencing their purchasing decisions for green products.…”

“…Green perceived value refers to the value consumers derive from green products in favor of environmental sustainability. Specifically, it refers to the role of products in saving resources, environmental protection, and improving consumers’ awareness of eco-friendly practices (Riva et al, 2022; Roh et al, 2022; Yao, 2023).…”

“…People who buy green products prefer easy-to-process product information, such as product display (Keh et al, 2021; Wang et al, 2018; Yao, 2023). Imaginative display (vs. standard display) has the characteristics of novelty and esthetics and constructing imaginative display (vs. standard display) requires more space in the supermarket and more labor costs (Bloch, 2011; Keh et al, 2021).…”

“…Those who support green products want more information about them (Wang et al, 2018) and prefer easy access and process information (Hansen & Zinkhan, 1984). Product display (imaginative vs. standard) is one of the most directly perceived messages (Keh et al, 2021; Yao, 2023). If you are an environmentalist, imagine the following scenario: You want to buy green toothpaste, and when you walk into a supermarket, you see two product displays constructed from the exact price of green toothpaste.…”

“…Product displays are strategically crucial in enhancing the customer’s shopping experience and purchasing decisions (Roggeveen et al, 2020). Strategically changing the product display can enhance the consumers’ experience and perception of the product (Yao, 2023). Prior research found that product display affects consumers’ product evaluation and purchase intentions by examining product display from two perspectives: display form and display environment.…”