BIROn - Birkbeck Institutional Research Online

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

    De Silva, Muthu and Wang, P. and Kuah, T.H.A. (2021) Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China. Journal of Business Research 122 , pp. 713-724. ISSN 0148-2963.

    [img] Text
    30580.pdf - Author's Accepted Manuscript
    Restricted to Repository staff only
    Available under License Creative Commons Attribution Non-commercial No Derivatives.

    Download (587kB) | Request a copy

    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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): Green products, Consumption, Purchase intention, Environmental consciousness, Status consciousness, Value-for-money consciousness
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Administrator
    Date Deposited: 13 Jan 2020 08:42
    Last Modified: 02 Aug 2023 17:56
    URI: https://eprints.bbk.ac.uk/id/eprint/30580

    Statistics

    Activity Overview
    6 month trend
    0Downloads
    6 month trend
    205Hits

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item