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

De Silva, Muthu, Wang, Pengji, and Kuah, Adrian T. H. (2020) Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China. Journal of Business Research. (In Press)

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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.

Item ID: 61406
Item Type: Article (Research - C1)
ISSN: 0148-2963
Keywords: green products, consumption, purchase intention, environmental consciousness, status consciousness, value-for-money consciousness
Date Deposited: 17 Jan 2020 04:53
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development @ 40%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology @ 30%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150308 International Business @ 30%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9098 Environmentally Sustainable Commercial Services and Tourism > 909899 Environmentally Sustainable Commercial Services and Tourism not elsewhere classified @ 50%
97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 50%
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