The effect of price discounts on green consumerism behavioral intentions

doi:10.1002/cb.1572

機構典藏 > College of Business and Management > Graduate Institute & Department of International Business > Journal Article > Item 987654321/107647

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Title:	The effect of price discounts on green consumerism behavioral intentions
Other Titles:	價格折扣對綠色消費行為意圖影響之研究
Authors:	Tseng, Chung-Hui
Date:	2016-02-15
Issue Date:	2016-10-12 02:10:21 (UTC+8)
Publisher:	John Wiley & Sons Ltd.
Abstract:	Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take-out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take-out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism.
Relation:	Journal of Consumer Behaviour 15(4), p.325-334
DOI:	10.1002/cb.1572
Appears in Collections:	[Graduate Institute & Department of International Business] Journal Article

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