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.
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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 Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Administrator |
| Date Deposited: | 13 Jan 2020 08:42 |
| Last Modified: | 11 Apr 2025 23:19 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/30580 |
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