scholarly journals Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption

2020 ◽  
Vol 12 (5) ◽  
pp. 1791 ◽  
Author(s):  
Liying Xu ◽  
Feng Yu ◽  
Xiaojun Ding
Keyword(s):  
Shape Effect ◽  
Green Products ◽  
Green Consumption ◽  
Mediating Role ◽  
Logo Design ◽  
Self Construal ◽  
Basic Prediction ◽  
Visual Marketing ◽  
Sense Of Power ◽  
Practical Implications

Despite the development of green products, convincing consumers to engage in green consumption is still a difficult task. This research attempts to help solve this problem from the perspective of brand logo design. Specifically, this research explores how circular and angular logo shapes influence green consumption. Three studies provide support for our basic prediction that a circular (vs. angular) logo is more effective in promoting green consumption. Self-construal plays a mediating role in this mechanism. However, the logo shape effect disappears when consumers are primed with high sense of power. When taken together, this research not only has theoretical contributions to green consumption and visual marketing, it also provides practical implications for firms manufacturing green products.

Consumers’ Perceptions of Deal Presentations for Green Products

2021 ◽  
pp. 183933492110052
Author(s):  
Avinash Tripathi ◽  
Neeraj Pandey
Keyword(s):  
Theoretical Explanation ◽  
Anticipated Regret ◽  
Green Products ◽  
Sales Promotions ◽  
Mediating Role ◽  
Price Discounts ◽  
Different Characteristics ◽  
The Impact ◽  
Practical Implications

There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifying the mediating role of the anticipated regret and conditional indirect effect of perceived expertise. The findings have significant practical implications.

scholarly journals Motives of Green Consumption: The Moderating Roles of Perceived Consumer Effectiveness and Price Sensitivity

2020 ◽  
Vol 8 (1) ◽  
pp. 261-277
Author(s):  
Zohra Ghali Zinoubi
Keyword(s):  
Purchase Intention ◽  
Environmental Concern ◽  
Purchase Behavior ◽  
Price Sensitivity ◽  
Green Products ◽  
Green Consumption ◽  
Mediating Role ◽  
Health Consciousness ◽  
Perceived Consumer Effectiveness

 This paper aims to study a set of motives favoring purchase behavior while testing the mediating role of purchase intention within the context of green consumption. The literature review enabled us to distinguish mostly the following motives: health consciousness, environmental concern and the consumer’s social influence. The moderating roles of perceived consumer effectiveness and price sensitivity are also examined. The findings of a quantitative study involving 480 Tunisian consumers of green products indicate that protecting their health, supporting their environment and expressing their social affiliation are important motives of the consumers’ intention to buy green products. The intensity of these relationships is significantly moderated by the ‘consumer perceived effectiveness’. Thus, for the Tunisian consumer, a purchase intention is not consistent with a purchase behavior. It is indeed affected, in particular, by price sensitivity. The present study provides managerial insights for green marketers to operate in fast growing emerging markets.

scholarly journals Cuteness or Coolness—How Does Different Anthropomorphic Brand Image Accelerate Consumers’ Willingness to Buy Green Products?

2021 ◽  
Vol 12 ◽  
Author(s):  
Yue Lu ◽  
Yunxiao Liu ◽  
Le Tao ◽  
Shenghong Ye
Keyword(s):  
Purchase Intention ◽  
Environmental Benefits ◽  
Green Products ◽  
The Sustainable Development ◽  
Green Consumption ◽  
Advertising Appeals ◽  
Mediating Role ◽  
Advertising Appeal ◽  
Underlying Mechanisms ◽  
The Impact

Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society. Previous research has discussed how anthropomorphic beneficiaries of environmental behavior (e.g., nature/earth) impact green consumption behavior and compared the influence of anthropomorphic presence and absence on consumers. However, few have examined the impact of different types of anthropomorphic carriers with environmental benefits (e.g., green product/brand) on consumers. This research explores the matching effects on the willingness of consumers to buy green products between the anthropomorphic image of the brand (cute vs. cool) and advertising appeals (self-interest vs. altruism); in addition, the underlying mechanisms of matching effects are revealed. The results show that, under the self-interested advertising appeal, the cool anthropomorphic image can lead to higher purchase intention of green products due to the mediating role played by the brand capacity trust. However, when exposed to altruistic advertising appeal, the cute anthropomorphic image can enhance brand goodwill trust of consumers and make consumers more willing to buy green products. Finally, this paper discusses the contributions and limitations.

scholarly journals Nostalgia decreases green consumption: The mediating role of past orientation

2020 ◽  
Vol 23 (4) ◽  
pp. 270-284
Author(s):  
Xuehua Wang ◽  
Chen-Ho Chao
Keyword(s):  
Jel Classification ◽  
Green Product ◽  
Green Products ◽  
Green Consumption ◽  
Consumption Behavior ◽  
Mediating Role ◽  
The Past ◽  
Negative Effect ◽  
Product Preference

Nostalgia, a sentimental longing for one’s past, can influence consumption behavior. The present research investigates how nostalgia affects green consumption. Specifically, we propose that high nostalgia, chronic or primed, can lower consumers’ preference for green (vs regular) products. Results across four studies show that high-nostalgia consumers have lower preference for green products compared with low-nostalgia consumers. This effect is mediated by past orientation, such that high-nostalgia consumers tend to dwell on the past, which brings preference to the older products, usually regular rather than green ones that have future connotations, they grew up with. In addition, we find that mortality salience (MS) moderates the effect of nostalgia on green product preference, such that the negative effect of nostalgia on the preference for green products would be enhanced (vs mitigated) when MS is high (vs low). Implications for research and practice are discussed. JEL CLASSIFICATION M3

Power, moral clarity and punishment severity: a moderated-mediation model

2017 ◽  
Vol 6 (1) ◽  
pp. 38-52 ◽  
Author(s):  
Muhammad Ali Asadullah ◽  
Ahmad Nabeel Siddiquei ◽  
Arshial Hussain ◽  
Ghulam Ali Arain
Keyword(s):  
Indirect Effect ◽  
Government Officials ◽  
Content Type ◽  
Mediating Role ◽  
Moderated Mediation Model ◽  
Moderation Model ◽  
The Relationship ◽  
Sense Of Power ◽  
Practical Implications

Purpose The purpose of this paper is to determine the mediating role of “moral clarity” and the moderating role of “hypocrisy” in the relationship between sense of power and punishment severity. Design/methodology/approach The data were collected using purposive sampling from 250 government officials serving at a responsible and authoritative position in different public sector organizations operating in Pakistan. Findings The study has found a significant indirect effect of sense of power on punishment severity through moral clarity. This study has also found that this indirect effect is significant at higher levels of hypocrisy but insignificant at lower or moderate level of hypocrisy. Practical implications The study offers serious practical implications by highlighting the role of hypocrisy in powerful individuals’ moral judgements and their decisions to exercise power and administer punishments. Originality/value The study is the first to develop and test a mediated-moderation model of the relationship between sense of power, moral clarity, hypocrisy and punishment severity.

Cross-Lagged Relationships Between Self-Esteem, Self-Construal, and Happiness in a Three-Wave Longitudinal Study

2019 ◽  
Vol 40 (3) ◽  
pp. 177-185
Author(s):  
Daniela Moza ◽  
Laurențiu Maricuțoiu ◽  
Alin Gavreliuc
Keyword(s):  
Structural Equation ◽  
Time Lag ◽  
Self Esteem ◽  
Equation Modeling ◽  
Future Research ◽  
Cross Sectional ◽  
Self Construal ◽  
Self Worth ◽  
Practical Implications ◽  
Independent Person

Abstract. Previous research established that an independent construal of the self is associated with higher self-esteem, which, in turn, is associated with increased happiness. Regarding the directionality of these relationships, theoretical arguments have suggested that self-construal precedes self-esteem and that self-esteem precedes happiness. However, most research in this area is cross-sectional, thus limiting any conclusions about directionality. The present study tested these relationships in 101 Romanian undergraduates using a 3-wave cross-lagged design with a 6-month time lag between every two waves. Structural equation modeling analyses revealed that self-esteem is an antecedent of both happiness and dimensions of independent self-construal (i.e., consistency vs. variability and self-expression vs. harmony). In other words, one’s positive evaluation of self-worth precedes one’s self-perception as being a happy and independent person. The findings are discussed with respect to the theoretical and practical implications, along with limitations and suggestions for future research.

Information and Communication Technology and Cultural Change

2012 ◽  
Vol 43 (4) ◽  
pp. 222-231 ◽  
Author(s):  
Nina Hansen ◽  
Tom Postmes ◽  
Nikita van der Vinne ◽  
Wendy van Thiel
Keyword(s):  
Cultural Values ◽  
Information And Communication Technology ◽  
Communication Technology ◽  
Cultural Change ◽  
Control Group ◽  
Self Construal ◽  
Information And Communication ◽  
The Impact ◽  
Ict For Development ◽  
Practical Implications

This paper studies whether and how information and communication technology (ICT) changes self-construal and cultural values in a developing country. Ethiopian children were given laptops in the context of an ICT for development scheme. We compared children who used laptops (n = 69) with a control group without laptops (n = 76) and a second control group of children whose laptop had broken down (n = 24). Results confirmed that after 1 year of laptop usage, the children’s self-concept had become more independent and children endorsed individualist values more strongly. Interestingly, the impact of laptop usage on cultural values was mediated by self-construal (moderated mediation). Importantly, modernization did not “crowd out” traditional culture: ICT usage was not associated with a reduction in traditional expressions (interdependent self-construal, collectivist values). Theoretical and practical implications are discussed.

scholarly journals Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior

2021 ◽  
Vol 18 (4) ◽  
pp. 1912
Author(s):  
Jun Zou ◽  
Yifan Tang ◽  
Ping Qing ◽  
Han Li ◽  
Amar Razzaq
Keyword(s):  
Purchase Intention ◽  
Environmental Issues ◽  
Environmental Problems ◽  
Product Type ◽  
Mediation Effect ◽  
Green Consumption ◽  
Consumption Behavior ◽  
Conceptual Fluency ◽  
Global Concern ◽  
Practical Implications

Environmental issues are still challenging and of global concern. To improve the environmental consumption behavior of consumers, this study investigates whether the match between the promotion mode and product type can improve the conceptual fluency of consumers, so as to increase their purchase intention for green products. The results of three experiments reveal that the interaction between promotion mode and product type has a certain impact on the conceptual fluency of consumers, which can, in turn, promote their purchase intention. This research theoretically contributes to the research on green consumption by introducing promotion mode and revealing the mediation effect of conceptual fluency, it also provides some practical implications for alleviating environmental problems.

The Mediating Role of New Ecological Paradigm between Value Orientations and Pro-Environmental Personal Norm in the Agricultural Context

2016 ◽  
Vol 28 (2) ◽  
Author(s):  
Kean Boon Chua ◽  
Farzana Quoquab ◽  
Jihad Mohammad ◽  
Rohaida Basiruddin
Keyword(s):  
Design Methodology ◽  
Value Orientation ◽  
Value Orientations ◽  
New Ecological Paradigm ◽  
Mediating Role ◽  
Personal Norm ◽  
Ecological Paradigm ◽  
The Relationship ◽  
Practical Implications

Purpose Environmental awareness became a crucial agenda for both academicians and practitioners. Effect of the individual’s value, belief and norm on their environmentally significant behaviour is vital on subsequent purchase decision of the consumers. Considering this, the present study aims to examine the relationships among value orientations, New Ecological Paradigm (NEP), and pro-environmental personal norm. Moreover, this research intends to investigate the mediating role of New Ecological Paradigm between value orientations and pro-environmental personal norm. Design/methodology/approach This study has utilized questionnaire survey among 277 paddy farmers at the Muda Agricultural Development Authority (MADA) area in Malaysia. Data was analyzed using Partial Least Squares technique in order to test study hypotheses. Partial Least Square technique was utilized to analyze the data to test the study hypotheses. Findings Results reveal that biospheric value, altruistic value and egoistic value positively and significantly affect NEP. It is also found that NEP positively and significantly affect pro-environmental personal norm. Data also supports the links between altruistic value and pro-environmental personal norm (PPN). However, the relationship between other two value-orientations (biospheric value and egoistic value) and PPN is not supported by the data. Additionally, NEP mediates the relationship between biospheric value and PPN as well as between egoistic value and PPN. Contrary to this, NEP does not mediate the relationship between altruistic value and PPN. Practical implications The findings of this study will guide the agrochemical industry to understand how to enhance consumers’ behavioural aspect towards the environmental welfare. As handling of agrochemical is hazardous to health and environment, the knowledge on the effect of value orientation, belief and norm holds the key to inculcate good agricultural practice. Originality/value The present study is among the pioneers to consider NEP as the mediator between three types of value orientation and personal norm. Additionally, this study examined the relationship between NEP and PPN as well as between value orientations and PPN which are comparatively new to the existing body of literature. Nevertheless, this study considers NEP as a multidimensional constructs which is relatively new. Last, but not the least, the findings elaborate the existing knowledge of individual’s environmental concern in the context of agrochemical purchase.

Sign in / Sign up

Export Citation Format

Share Document