Consumer Behavior in Green Marketing for Luxury Brand: A Cross-Cultural Study of US, Japan and Korea

There is scarce research in the domain of sustainable marketing and renewable energy (RE), despite the importance of this area. In this study, considering the theory of reasoned action (TRA), knowledge about RE (RE_KNOW), attitude toward RE (RE_ATT), willingness to pay more for RE (RE_WPM) and predisposition to ecological consumption behavior (ECCB) were analysed as determinants of the intention to use RE (RE_INT). The results of an online survey confirm all the determinants except RE_WPM. ECCB is the stronger determinant of RE_INT, followed by RE_ATT. A beliefs -attitude -intention link was established which supports the TRA. Furthermore, the moderator effects of sex and age were evaluated. For women and men, the proposed relations do not have significant differences. However, for the younger group, RE_ATT is the only significant determinant of RE_INT, whereas for the older, ECCB and RE_WPM are the significant ones.

Section: Willingness To Pay More For Renewable Energysupporting

confidence: 71%

Section: Demographic Characteristicsmentioning

confidence: 99%

Explaining consumer use of renewable energy: determinants and gender and age moderator effects

Gonçalves

Adriana

2015

“…Table 5 shows how each segment evaluates and chooses eco products (eco-labeled products) and health products. Several studies have been reported that pro-environmental Journal of Global Scholars of Marketing Science 183 Journal of Global Scholars of Marketing Science 185 purchasing behavior is influenced by individual environmental concerns and norms (Ahn, Koo, & Chang, 2012;Lee & Park, 2013;Park, Ko, & Kim, 2010;Park & Sohn, 2012). In this study, the results show the CCC and GCC groups generally use eco products more often.…”

Section: Resultssupporting

confidence: 41%

The impact of natural disasters on the values and lifestyles of consumers: in the case of the Tohoku Earthquake

Nishio

Ishida²,

Takeuchi

2014

This study focuses on the values constituting a Lifestyles of Health and Sustainability (LOHAS)-oriented lifestyle. It reveals how the Tohoku Earthquake affected the lifestyles and consumption behaviors of consumers. The study consists of two substudies. In Study 1, the values constituting a LOHAS-oriented lifestyle are specified. Additionally, the manner in which those values change is shown based on a statistical analysis of consumer survey data collected at five points in time. In Study 2, lifestyles are classified using the value indicators identified in Study 1 to analyze how the Tohoku Earthquake changed the lifestyles of consumers and affected their behaviors. The results show that all consumers values were affected by the Tohoku Earthquake, however, they were all affected in varying degrees. The purchasing of eco products and health products are affected more by the lifestyles of consumers based on their values than by the earthquake.

“…The environmental dimension of sustainability encourages firms to engage in activities that are related to corporate environmental management and care for natural resources (Bansal, 2005;Hart, 1995;Kim & Ma, 2014;Leonidou et al, 2012;Park, Ko, & Kim, 2010). The prevalence of environmental concerns and focus on corporate environmental responsibility continues to increase in today's market (Drumwright, 1994;Ham & Choi, 2012;Lee & Park, 2013;Stall-Meadows & Davey, 2013).…”

Section: Environmental Dimensionmentioning

confidence: 98%

Measures of perceived sustainability

Kim

Taylor

Kim

et al. 2015

Sustainable marketing, as noted by numerous academics and practitioners, refers to a form of marketing that makes a net positive contribution to society in terms of environmental, social and economic developments. Firms' interest in sustainability as an aspect of business performance other than financial goals has steadily increased. Various factors (including societal mandates incorporated into regulations, concern about loss of sales and a potential decline in corporate reputation) pressure companies into implementing proper sustainability management. The purpose of this study is to clarify measures of perceived sustainability (MPS) from a marketing perspective, to analyze the effects of perceived sustainability on customer equity and to develop theoretical frameworks and implications that will allow sustainable marketing concepts to be globally competitive.The MPS scales identified in this study enable researchers to examine relationships between perceptions of sustainability and other key customer equity drivers, such as value equity, brand equity and relationship equity. Among other reasons, this may cause practitioners to value MPS. By understanding perceived sustainability, practitioners can develop economic, social and environmental performances that effectively utilize sustainability. The MPS scales offer researchers a tool for measuring perceived sustainability that is consistent with the literature on sustainability, while recognizing the reality that sustainability is a multidimensional construct. The rigor reflected in the multiple methods for generating scale items as well as the multiple stages in the scale development process results in a scale that should be useful to both researchers and practitioners.