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    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. (2020) Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China. Journal of Business Research , ISSN 0148-2963. (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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): Green products, Consumption, Purchase intention, Environmental consciousness, Status consciousness, Value-for-money consciousness
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Administrator
    Date Deposited: 13 Jan 2020 08:42
    Last Modified: 03 Jul 2020 20:16
    URI: http://eprints.bbk.ac.uk/id/eprint/30580

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