How does public recognition affect price sensitivity to green products? The role of self‐construal and temporal distance

Abstract

This study focused on the role of public recognition in fostering lower levels of price sensitivity to green products and the factors that influence this relationship. We conducted three studies to analyze the relationship between public recognition and price sensitivity to green products and the moderating effects of self-construal and temporal distance on this relationship. A total of 865 persons took part in the research. Study 1 found that public recognition significantly reduces price sensitivity to green products. In addition, with the activation of public recognition, consumers with higher levels of independent self-construal (IND SC) were more price-sensitive compared to consumers with higher levels of interdependent self-construal (INTER SC). Study 2 reassessed the results of Study 1 using a different product and larger sample size; it also provided a sample database for Study 3. Results from Study 2 and Study 3 showed that, in relation to their initial green purchase behavior, consumers with higher levels of IND SC were more price-sensitive in subsequent green purchase behavior than consumers with higher levels of INTER SC when public recognition was activated. Furthermore, IND SC consumers' price sensitivity to green products between initial purchase and a subsequent purchase appears as an inverse U-shaped curve by temporal distance matching from present to near future (7 days later) and then to distant future (15 days later). The study sheds light on the important roles of public recognition, self-construal, and temporal distance in predicting price sensitivity to green products.

Consumer–brand relationships and social distance: A construal level theory perspective

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“…Consumer research scholars increasingly draw on construal‐level theory to explain consumers' perception, evaluation, prediction, and decision‐making (Adler & Sarstedt, 2021; Filieri et al, 2023; Gao et al, 2021). Gao et al (2021) focus on construal level theory (CLT) and temporal distance and demonstrate that temporal distance can influence consumers' price sensitivity for green products. Adler and Sarstedt (2021) conducted a bibliometric analysis of research based on CLT and showed that CLT's relevance for consumer research has amplified, and its applications have been expanded to areas such as climate change and sustainability.…”

Citizen Environmental Behavior From the Perspective of Psychological Distance Based on a Visual Analysis of Bibliometrics and Scientific Knowledge Mapping

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Understanding Why Tourists Who Share Travel Photos Online Give More Positive Tourism Product Evaluation: Evidence From Chinese Tourists

“…The distinction between analytical thinking (a characteristic of independent self-construal) and holistic thinking (a characteristic of interdependent self-construal) may be especially helpful in predicting consumer behavior (Gao et al, 2021). Previous studies have found that analytical thinkers view product and display content as separate data blocks (Zhu and Meyers-Levy, 2009).…”

“…Interdependent self-construers attach importance to social connection with others and consider social norms rather than personal attitudes before making decisions (Hellmann et al, 2021). Friends' attitudes and opinions are important to them (Gao et al, 2021). Therefore, social experience plays a considerable role in the decision-making process of interdependent self-construers.…”