When is sustainability an asset? The interaction effects between the green attributes and product category

Abstract

Purpose Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green attributes could result in consumer’s expectation of decreased product physical performance. This study aims to investigate how green attributes existing in different product categories affect consumer purchase intention. Design/methodology/approach Two experimental studies were conducted to test the hypotheses. Study 1 provides initial evidence of the interaction effects between green attributes and product category on consumer purchase intention. Study 2 replicates the findings of Study 1 and further tests a benefits-based mechanism in the relationship between green attributes and consumer purchase intention. Findings The findings show that in the utilitarian product category, products with green peripheral attributes result in a higher purchase intention than those with green core attributes, whereas, in the hedonic product category, products with green core attributes result in a higher purchase intention than those with green peripheral attributes. Furthermore, the authors demonstrate that green attributes, as universal sustainability cues predominantly affect consumers’ perceptions of utilitarian environmental benefits and self-expression benefits, which further enhance their purchase intention towards utilitarian products and hedonic products, respectively. Originality/value This study responds to the calls for more empirical studies into discussing the role of green attributes in consumer purchase intention. Furthermore, it uncovers a benefits-based mechanism that explains how green attributes existing in utilitarian product categories and hedonic product categories trigger consumers’ analysis of benefits, leading to positive consumer purchase intention.

The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products

“…External factors include green communication strategies (Lin et al , 2021), positioning strategies (Gong et al , 2021), attribute promotion strategies (Gong et al , 2022) and eco-labeling (Taufique et al , 2017). By enhancing green transparency and meeting consumers’ green competence needs, companies can strengthen consumer attachment to green brand attachment and foster greater brand loyalty (Lin et al , 2021).…”

“…They can also improve consumers’ perception of warmth and competence by emphasizing the brand’s green functional and emotional positioning, which ultimately boosts purchase intention (Gong et al , 2021). Furthermore, companies can foster positive purchase intention by promoting green peripheral attributes in functional products and green core attributes in hedonic products (Gong et al , 2022).…”

The impact of financial scarcity on green consumption: Sequential mediating effects of anxiety and self‐efficacy

“…Lin & Niu, 2018), self‐responsibility and moral identity (Peloza et al, 2013), and habits (White et al, 2019) are predictors of consumers' choosing environment‐friendly products. In terms of product‐related factors, products' symbolic meaning (conspicuous vs. nonconspicuous green products, Yao et al, 2020), price and quality attributes (Biswas & Roy, 2015; Y. Li et al,2016; Rana & Paul, 2017), and type (utilitarian vs. hedonistic green products, S. Gong et al, 2022) have been shown to influence consumer decisions. Finally, others' perceptions and ideas can influence green consumption (He et al, 2015; Shi & Jiang, 2022).…”

Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

“…Previous research suggest that goals consumers pursue when purchasing products significantly influence their mental representational state (Petty and Wegener, 1998; Ligas, 2000). Depending on the goals they help consumers achieve products can be utilitarian or hedonic (Cervellon and Carey, 2014; Gong et al , 2022; Luchs and Kumar, 2017). Utilitarian products are mostly purchased for objective problem-solving reasons, while hedonic products serve subjective desire-pursuing purposes (Chitturi et al , 2008).…”