Why wouldn't green appeal drive purchase intention? Moderation effects of consumption values in the UK and China.

Citation metadata

Date: Jan. 2021
Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 217 words

Document controls

Main content

Abstract :

Keywords Green products; Consumption; Purchase intention; Environmental consciousness; Status consciousness; Value-for-money consciousness Abstract Although a positive relationship is expected between consumers' awareness of green benefits in a green product and their purchase intention, several studies have demonstrated otherwise. Against this back-drop, this article investigates how three personal consumption values--namely, environmental, status, and value-for-money consciousness--moderate the relationship between consumers' awareness of a product's green benefits and their purchase intention. From a survey of 956 consumers across the United Kingdom and China, we find a positive and significant relationship between consumers' awareness of green benefits and their purchase intention. However, these consumption values significantly moderate this relationship. In the United Kingdom, environmental consciousness strengthens the relationship. On the other hand, status consciousness and value-for-money consciousness strengthen the relationship in China. The findings make original contributions to the literature by highlighting how to integrate individual consumption values in differing national cultures to refine green marketing theories. Author Affiliation: (a) Department of Management, Birkbeck, University of London, United Kingdom (b) College of Business, Law and Governance, James Cook University Australia (Singapore Campus), Australia * Corresponding author. Article History: Received 11 March 2019; Revised 16 November 2019; Accepted 10 January 2020 (footnote)1 All authors contributed equally to this work. Byline: Muthu De Silva [m.desilva@bbk.ac.uk] (a,1,*), Pengji Wang (b,1), Adrian T.H. Kuah (b,1)

Source Citation

Source Citation   

Gale Document Number: GALE|A648491622