Green offering: more the centrality, greater the scepticism

R. V. ShabbirHusain ()
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R. V. ShabbirHusain: SPJIMR. Bhavan’s College Campus

International Review on Public and Nonprofit Marketing, 2022, vol. 19, issue 4, No 9, 819-834

Abstract: Abstract The study aimed at exploring whether consumers perceive the functional performance of a green offering differently when a central component of the offering is made green versus when a peripheral component is made green. Following this, we explore the implication of this perception on consumer’s purchase intention. A 2x2 between subject factorial design was employed in the study. 150 participants from India responded to an online scenario-based survey. Hypotheses testing using ANOVA revealed that when a component that is important part of the offering is made environment friendly, respondents are likely to experience greater functional scepticism and have a reduced intention to purchase as compared to case where a peripheral part of the offering is made environment friendly. The scepticism is however allayed when a specific mention of performance guarantee is provided in each case. The study contributes to theory by providing insights into how consumers evaluate functional performance of the environment friendly products based on specific components that are made green. Study also reinforced the importance of allaying consumers' perception of functional compromise of green components by providing an explicit performance guarantee.

Keywords: Attribute Centrality; Green Consumer Behaviour; Green Marketing; Sustainable Consumer Behaviour (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s12208-021-00324-0

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