Price presentation effects on green purchase intentions

Abstract

Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Design/methodology/approach – Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. Findings – The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions. Practical implications – This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness. Originality/value – This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.

Impact of green marketing mix on purchase intention

“…The findings point out that the green marketing in students of universities has a positive relationship with purchase intention, and this finding shows significant relationship between green products and green advertising with purchasing decision, and it also lined with Tang et al (2014) who showed consumer attitude positively affects purchase intention to green product. In same context demonstrates that green price has a significant positive relationship with purchase intention (Weisstein et al, 2014). Wanninayake and Randiwela (2008) stated that environment friendly products and packages make the significant impact of customer buying decisions and friendly distribution, and promotion with the environment friendly product information will also significantly impact on the buying decisions in selecting products of foods.…”

The Relationship with Ad Clicks and Purchase Intention: An Empiricial Study of Online Consumer Behaviour

“…Word of mount affects the perceived value of goods or services. If consumers consider a product to be of high quality, they will show a higher willingness to buy it (Weisstein et al, 2014). Consumption motivation, congruity, attitudes to SNS advertising are important reasons to click ads on social media.…”

Overcoming the contamination and choosing used products

“…Consumption awareness refers to a tendency of people in showing interest on aspects related to welfare, mainly to environment, by means of their purchasing decisions and behavior (Haws et al, 2014). However, even though it involves an individual pursuit for welfare and reducing the impact of human activities on the planet (Elliott, 2013), the core of conscient purchasing decision regards to the maximization of value by consumer (Biswas & Roy, 2015;Weisstein, Asgari, & Siew, 2014).…”

“…On the consumption logic, it is recurrent the assumption of the individual as a resources optimizer: consumer will make a decision based on the evaluation of gains and losses incurred on the acquisition of a product (Biswas & Roy, 2015). When it comes to aware consumption the situation is not different: the purchasing decision will only be made if it adds value to the client (Weisstein et al, 2014). Although it is recognized that there is a positive attitude from many people for environment and welfare, this cannot reverberate on 'aware consumption' behaviors (Farrant et al, 2010;Luzio & Lemke, 2013).…”

“…Price is a complex and heterogeneous stimulus when it comes to the intensity and way it affects people (Lichtenstein et al, 1993;Carlson, 2018). It also has different connotations about the product and influence on the perceived risk in a transaction: it can stimulate positive or negatively (Weisstein et al, 2014;Carlson, 2018).…”