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Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China

Muthu De Silva, Pengji Wang and Adrian T.H. Kuah

Journal of Business Research, 2021, vol. 122, issue C, 713-724

Abstract: Although a positive relationship is expected between consumers’ awareness of green benefits in a green product and their purchase intention, several studies have demonstrated otherwise. Against this back-drop, this article investigates how three personal consumption values—namely, environmental, status, and value-for-money consciousness—moderate the relationship between consumers’ awareness of a product’s green benefits and their purchase intention. From a survey of 956 consumers across the United Kingdom and China, we find a positive and significant relationship between consumers’ awareness of green benefits and their purchase intention. However, these consumption values significantly moderate this relationship. In the United Kingdom, environmental consciousness strengthens the relationship. On the other hand, status consciousness and value-for-money consciousness strengthen the relationship in China. The findings make original contributions to the literature by highlighting how to integrate individual consumption values in differing national cultures to refine green marketing theories.

Keywords: Green products; Consumption; Purchase intention; Environmental consciousness; Status consciousness; Value-for-money consciousness (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1016/j.jbusres.2020.01.016

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