Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model

Abstract

An increasing number of people and organizations have become aware of global warming and environmental deterioration and have become engaged in socially responsible activities to save the Earth. However, a comprehensive model that integrates the antecedents, mediators, and moderators of green adoption is yet to be developed. In this study, a comprehensive research model was developed that incorporates a stimulus-organism-response (S-O-R) model, consumption value theory, and value–belief–norm theory. A quantitative approach was adopted to collect data from customers who had experience with green purchasing in Taiwan. The empirical findings reveal that the influence of green marketing activities on three mediators—consumers’ environmental attitude, consumption values, and personal norms—is significant. These three mediators have a significant impact on consumers’ innovative green adoption. Thus, a full meditation effect is found, suggesting that marketers should increase their focus on promoting innovative green adoption through environmental attitude, consumption values, and personal norms. The findings of this study may help academicians in conducting further theoretical validation and professionals in developing applicable marketing strategies to promote green adoption.

How to earn a premium price: the effect of green marketing and brand coolness

“…Second, a large body of literature examines the impacts of green brand image (Han et al ., 2020) or trust (Choi et al ., 2015; Yadav et al ., 2019) and outcomes in the hospitality and tourism industry, in particular the WTP for green hotels (González-Rodríguez et al ., 2020; Kim and Han, 2010). Yet, the relationship between green marketing stimuli and buying intentions across other green product categories is largely unexplored (Rivas et al ., 2022).…”

“…According to the S-O-R framework, stimulus is defined as any factor that can affect internal states of the individual and is conceptualized as a stimulating influence able to trigger an individual's response (Changa et al ., 2011; Rivas et al ., 2022). Stimulus can be of either a subjective (e.g.…”

“…sociopsychological) or objective nature (Alanadoly and Salem, 2022) and are often manipulated by marketers in their efforts to achieve more favorable consumer’ responses. The effect occurs through the mediation of the organism; term referring to the internal intervening structures affecting the relationship between external stimuli and individual's response (Alanadoly and Salem, 2022; Rivas et al ., 2022).…”

“…The S-O-R framework is employed to assess how customer responses, frequently expressed by purchase intentions or WTP, are determined by the mediated effect of marketing stimuli – (e.g. Loureiro et al ., 2020a; Rivas et al ., 2022) – which can consist of perceptual, physiological, cognitive or affective processes (Changa et al ., 2011). The framework is widely adopted in retail and marketing studies (e.g.…”

“…The present research theoretical framework is based on Stimuli-Organism-Response (S-O-R) theory, introduced by Meharabian and Russel in 1974, which is deemed appropriate for exploring how consumers react to stimuli (Alanadoly and Salem, 2022; Loureiro et al ., 2020a; Rivas et al ., 2022). The S-O-R chain of effects was empirically tested on two globally recognizable brands with opposing perceptions of tactical GMO.…”