User expectancies for green products

Abstract

Purpose This study was commissioned by DA-AI Technology Co. Ltd. and used the outcome expectancy theory from the social cognitive framework and concept of planned behavior to structure an outside-inside user expectancy model. The purpose of this study is to identify the elements that influence internal customers to select green products. Design/methodology/approach The model reflected the outside expectancy of users regarding three aspects: perceived benefits, barriers and perceived corresponding value of green products as the stimulus of a user-perceptive process. The trained onsite interviewers collected 438 completed questionnaires focused on the volunteers of Tzu Chi as the main subjects of this study. Findings The volunteers emphasized the meaningfulness and superiority of products much more than they emphasized the enterprise image and brand image when they were trying to adopt green products. The volunteers did not express an unwillingness to adopt green products, even if they had to face the complexity of the products and pay an extra learning cost. Originality/value The volunteers would decrease the consumption of green products when the price was high and would increase their consumption when their ecological values encouraged them to do so. This consumptive value implies that green product adoption was perceived to enhance the social image, self-assessed value and bodily happiness of the users because their inside expectancies were fulfilled.

Impeding green customization: the roles of negative perceptions, environmental responsibility and claim type

“…Research on green consumption has focused more on the effects of consumers' positive internal factors (e.g. environmental concern, moral identity and gender) than on those of negative internal factors (Lin and Chen, 2016; Yu, 2020). According to the TPB, attitude refers to the degree of consumers' assessment of favorable or unfavorable behavior (Ajzen, 1991).…”

“…Therefore, the moderating effects of these variables should be discussed in future research. Third, we provide a standard of environmental premium price of 20% for green products in line with previous research (Lin and Chen, 2016) in experiment, while this standard could be related to choice settings, making it difficult to determine the critical point of consumers' attitude changes. Thus, we recommend replicating our study in a real customization process.…”

“…Furthermore, prior research indicates that green products have about 20% premium compared with conventional ones. Since consumers are always sensitive to the price of green products, an increase in the price of green products diminishes their utility value; this means that the utility value of the 20% premium is much higher than that of the 40 and 60% premiums (Lin and Chen, 2016). Therefore, we manipulated the 20 and 40% premiums to stimulate the low and high-level PEP of participants, respectively.…”

How to Solve the Social Norm Conflict Dilemma of Green Consumption: The Moderating Effect of Self-Affirmation

“…The product information of A cup emphasizes functional features, whereas that of B cup emphasizes environmental features. Simultaneously, considering the price difference between green products and ordinary products, we set the price of green products as relatively high rather than very high, as the price of green products is generally 20-25% higher than ordinary ones (Lin and Chen, 2016). The price of cup A is set at 60 yuan, and the price of cup B is set at 75 yuan.…”

Pengaruh Green Percevied Value, Green Product Innovation, Green Self Identitiy, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-Care Korea Di Indonesia

“…Menurut (Lin & Chen, 2016), Konsumen menilai green produk mempunyai karateristik ramah lingkungan seperti pengurangan limbah, dipakai ulang dan bisa didaur ulang yang dianggap sebagai inovasi.…”