Willingness to pay a premium price for green products: does a reference group matter?

Shi, Jiarong; Jiang, Zihao

doi:10.1007/s10668-022-02419-y

Cited by 21 publications

(21 citation statements)

References 106 publications

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“…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). More specifically, identification from internal groups and society (White et al, 2019), descriptive social norms reflecting the consumption behavior of the majority, and imperative social norms expressing the attitudes of the majority (Ge et al., 2020) can promote consumers to practice green consumption.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

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

Zhang

Guan

2023

Psychology and Marketing

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There is a consensus to promote green consumption to drive sustainable human development and high-quality economic development. It is therefore essential for academics, policymakers, and marketers to understand the factors that influence green consumption. Through four experiments, this study examines the effect of financial scarcity-a feeling commonly experienced by consumers-on green consumption. These experiments show that financial scarcity can hinder consumers' choice of green products. The above process occurs because the scarcity of monetary resources induces anxiety, which in turn reduces self-efficacy. We further find that the observed effect will be attenuated when consumers' social support level is high (vs. low). These findings demonstrate that the impact of financial scarcity on green consumption is mediated by anxiety and self-efficacy perception and moderated by social support. Our results provide recommendations for developing marketing strategies for green products.

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…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).…”

Section: The Antecedents Of Green Consumptionmentioning

confidence: 99%

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

Zhang

Guan

2023

Psychology and Marketing

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“…This study collected 278 wind power innovation policies from 2006 to 2020, which can be divided into two categories-supportive and regulatory policies (as depicted in Figure 1) (Jiang & Liu, 2021a, 2021bWang et al, 2020). Supportive policy is a direct and indirect incentive from the government to wind power enterprises, while the regulatory policy is a mandatory requirement for the technology and products of these enterprises (Jiang et al, 2022b;Wang et al, 2019Wang et al, , 2020. We rated these policy instruments according to the policy instrument enforcement presented in Appendix A.…”

Section: Explanatory Variablementioning

confidence: 99%

“…The dependence on fossil fuels has caused serious environmental, climatic, and health issues in China (Islam et al, 2022; Shi & Jiang, 2022b; Taghizadeh‐Hesary et al, 2023). It is widely recognized that the substitution of fossil fuels with renewable energy is of cardinal significance in reducing greenhouse gas emissions, and one of the most promising options for this is wind power (Jiang & Liu, 2021a; Roddis, 2018; Tangene, 2019).…”

Section: Introductionmentioning

confidence: 99%

Quantity or quality? Policy effects on innovations in the wind power industry in China

Jiang

Shi

2023

Manage Decis Econ

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This study evaluates the effects of policy on the quantity and quality of innovations based on microdata collected from Chinese enterprises from 2006 to 2020 and then identifies the moderating effect of technological opportunity. The results indicate that while policy significantly increases the quantity of innovation, it inhibits its quality, and when technological opportunities are added to this mix, it does not significantly moderate the impact of policy on innovation quantity but does weaken its negative effect on innovation quality.

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“…, 2015; Mo et al ., 2018; Jiang and Liu, 2022; Shi et al ., 2022). Although most consumers have recognized the environmental value of green products, it is still not easy to persuade consumers to choose green products due to the public product attribute and higher price (Liobikienė and Bernatonienė, 2017; Yoon et al ., 2020; Shi and Jiang, 2022; Lu et al ., 2021). Green advertising is considered to have great potential in fostering pro-environmental behaviors (Schmuck et al ., 2018a, b; Sarkar et al ., 2019).…”

Section: Introductionmentioning

confidence: 99%

Competence or warmth: why do consumers pay for green advertising?

Shi

Jiang

2023

APJML

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PurposeThis study aims to assess the impact of functional green advertising receptivity and emotional green advertising receptivity on consumers' green purchase intention. The authors then examine the mediating role of perceived competence and perceived warmth. Furthermore, the authors explore the moderating effect of power distance belief (PDB) on the relationships between green advertising receptivity with different appeals and consumers' perceived competence and perceived warmth respectively.Design/methodology/approachBased on the online survey platform, a total of 468 responses were obtained in China from January to March 2022. 408 valid replies were collected and analyzed in this study. The research hypotheses were empirically verified with bootstrap approach.FindingsThe empirical results indicate that both functional green advertisi\ng receptivity and emotional green advertising receptivity are significantly positively correlated with green purchase intention, and perceived competence and perceived warmth play the mediating role. Besides, PDB significantly strengthens the relationship between functional green advertising receptivity and perceived competence, but weakens the incentive effect of emotional green advertising receptivity on perceived warmth.Originality/valueThe psychological mechanism of the receptivity of green advertising with different appeals affecting green purchase intention remains unclear. This is one of the first studies to uncover how functional green advertising receptivity and emotional green advertising receptivity influence green purchase intention. Besides, the impact of PDB on the formation process of consumer perception is also a black box. By clarifying and comparing the moderating role of PDB on the relationships between advertising receptivity with different appeals and consumers' perceived competence and perceived warmth, this study contributes to the research on the effectiveness of green advertising.

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Willingness to pay a premium price for green products: does a reference group matter?

Cited by 21 publications

References 106 publications

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

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

Quantity or quality? Policy effects on innovations in the wind power industry in China

Competence or warmth: why do consumers pay for green advertising?

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