The effect of matching promotion type with purchase type on green consumption

Dongxiao Guan, Yunfei Lei, Yu Liu and Qinhai Ma

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

Abstract: Encouraging consumers to participate in green consumption is a significant means for improving environmental issues. Thus, we investigated the impact of matching promotion type (discounts vs. premiums) with purchase types (material vs. experiential) on green consumption. Furthermore, we explored the mediating role of green trust in this relationship. Three online experiments were conducted, with a final sample size of 622 individuals. The study findings suggest that premium promotions are more effective in enhancing green purchase intentions when matched with experiential purchases, while discount promotions are more effective in increasing green purchase intentions when aligned with material purchases. Moreover, the observed effects on green purchase intentions are mediated by green trust. This study contributes to the literature on sales promotion and green consumption, and offers practical implications for providers of green products when designing marketing strategies.

Keywords: Sales promotion; Purchase type; Green consumption; Green trust (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924000286
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000286

DOI: 10.1016/j.jretconser.2024.103732

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().