Dual Pathways of Value Endorsement in Green Marketing

Tser-Yieth Chen and Chi-Jui Huang
Additional contact information
Tser-Yieth Chen: Graduate Institute of International Business, National Taipei University, No. 151, University Road, Sanhsia, New Taipei City 23701, Taiwan
Chi-Jui Huang: Department of Finance and Cooperative Management, National Taipei University, No. 151, University Road, Sanhsia, New Taipei City 23701, Taiwan

Sustainability, 2019, vol. 11, issue 8, 1-23

Abstract: This study proposed a dual-pathway model consisting of a supply-driven pathway and a demand-driven pathway to explain the green value endorsement process. The supply-driven pathway embodies a business’ espoused value of global environmental value through value integration, which leads to the endorsement of green value. The demand-driven pathway is the consumer’s identified value that reflects the consumers’ specific environmental value process to form green value endorsement. The study conducted a research survey on 623 customers who had experience with purchasing environmentally friendly products in Taiwan. The empirical study model used was structural equation modeling. The main path indicated that the consumer’s identified value positively affected the value-bridging frames, which mainly positively affected the endorsement of green values. Our study indicated that the demand-driven pathway played the main role in forming the green value endorsement. Green enterprises tend to merely emphasize their own business’ espoused values. This study is the first to examine a dual pathway in the green value endorsement process and considered both the supply-driven and demand-driven pathways in green value endorsement, which marks new ground in taking into account the value interpretive frames and value-bridging frames of value integration in the extant literature, providing a highly effective and useful profile for green marketing.

Keywords: green marketing; green value endorsement; business’ espoused value; consumer’s identified value (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/8/2419/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/8/2419/ (text/html)

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:gam:jsusta:v:11:y:2019:i:8:p:2419-:d:225385

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().