What is it about?
This article looks into the moderating effects of one’s consumption value toward green purchases. However, there have been inconsistent findings of the relationship between a product’s green benefits and consumer’s purchase intention due to a lack of universal green appeal across different products, geographic boundaries, and consumption values. Our paper investigates how three main consumption values—namely, environmental-conscious, status-conscious, and value-for-money conscious—moderate the relationship between a remanufactured product’s green benefits and the consumer’s purchase intention using a survey of 956 consumers across the UK and China.
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Why is it important?
Our findings reveal that consumers react to green benefits in green products differently depending on personal consumption values and national context. For Chinese customers, for instance, status consciousness strengthens the likelihood of purchasing green products if they are more aware of their green benefits. Conversely, in Britain, status consciousness weakens the likelihood of purchasing such products despite consumers’ awareness of the green benefits. The results suggest a global marketing strategy does not work as there is a lack of universal green appeal across geographic boundaries and consumption values.
Perspectives
In response to the mixed findings in the literature between purchase intention and green awareness, this paper makes original contributions to the extant literature on green marketing in general, and remanufactured consumer products, in particular. Our study highlights how to integrate individual consumption values in differing national cultures to refine green marketing theories. Professor Adrian Kuah has taught at Manchester Business School, Bradford University School of Management and James Cook University over the last 20 years. He was named by the UK Financial Times as Professor of the Week and has published more than 60 papers, with his work appearing in prestigious outlets such as the Journal of Cleaner Productions, European Journal of Marketing and R&D Management. He read his PhD from Manchester, ITP from Bocconi, and MBA from Strathclyde.
Adrian T. H. Kuah
James Cook University
Read the Original
This page is a summary of: Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China, Journal of Business Research, January 2020, Elsevier,
DOI: 10.1016/j.jbusres.2020.01.016.
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