Exploring the Impact of Integrated Marketing Communication Tools on Green Product Purchase Intentions among Diverse Green Consumer Segments

Chun-Shuo Chen, Chih-Ching Yu () and Kuan-Yu Tu
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Chun-Shuo Chen: Chinese International College, Dhurakij Pundit University, Bangkok 10210, Thailand
Chih-Ching Yu: Department of Business Administration, National Taipei University, New Taipei City 237, Taiwan
Kuan-Yu Tu: Department of Business Administration, National Taipei University, New Taipei City 237, Taiwan

Sustainability, 2023, vol. 15, issue 24, 1-15

Abstract: In response to escalating environmental pressures and the growing global consensus on comprehensive green initiatives, marketers encounter the challenge of effectively communicating with diverse green consumer segments. The purpose of this study is to explore the preferences of different IMC tools among different types of green consumers and then attempt to propose effective communication tools for different types of green consumers to boost sustainable consumption. This study examined 13 widely used integrated marketing communication (IMC) tools and delved into their impact on the purchase intentions of different consumer segments toward green products. Meanwhile, departing from conventional approaches, we replaced consumer awareness with actual consumer behavior to more accurately segment green consumers. This distinction allowed us to categorize green consumers into three segments: light green (including colorless), medium green, and dark green consumers. By analyzing these IMC tools based on the dimensions of media richness theory—feedback, multiple cues, language variety, and personal focus—we found that (1) only three communication tools can effectively provide green consumers with different levels of green behavior with the green product information they need to enhance their green products purchase intention; (2) dark green consumers demonstrate a markedly stronger preference for these three types of IMC tools than the others; (3) there are significant differences in only two constructs, namely “feedback” and “language variety” among these three types of green consumers; and (4) both dark green and medium green consumers are more concerned about the level of personalization in messages than light green (including colorless) consumers. Ultimately, practical insights are provided to empower businesses and marketers in boosting consumer preference for green products.

Keywords: IMC tools; green consumer segments; green products; purchase intention; media richness theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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