Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior

Jun Zou, Yifan Tang, Ping Qing, Han Li and Amar Razzaq
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Jun Zou: College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China
Yifan Tang: College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China
Ping Qing: College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China
Han Li: College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China
Amar Razzaq: College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China

IJERPH, 2021, vol. 18, issue 4, 1-13

Abstract: Environmental issues are still challenging and of global concern. To improve the environmental consumption behavior of consumers, this study investigates whether the match between the promotion mode and product type can improve the conceptual fluency of consumers, so as to increase their purchase intention for green products. The results of three experiments reveal that the interaction between promotion mode and product type has a certain impact on the conceptual fluency of consumers, which can, in turn, promote their purchase intention. This research theoretically contributes to the research on green consumption by introducing promotion mode and revealing the mediation effect of conceptual fluency, it also provides some practical implications for alleviating environmental problems.

Keywords: green consumption; donation promotion; discount promotion; conceptual fluency; purchase intention (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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