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How Cultural Beliefs and the Response to Fear Appeals Shape Consumer’s Purchasing Behavior Toward Sustainable Products

In: Sustainability in Innovation and Entrepreneurship

Author

Listed:
  • Nuria Rodríguez-Priego

    (Joint Research Centre – European Commission)

  • Francisco J. Montoro-Ríos

    (Universidad de Granada)

Abstract

This study examines how cultural beliefs and other cognitive processes related with the response to fear appeals can contribute to explain why consumers choose to purchase goods produced by sustainable companies. For this purpose, it tested the Cultural Cognition Theory and the Protection Motivation Theory as determinants of consumers’ purchasing behavior. There are two independent ordered probit regression models that examine the relationships between the proposed independent variables and the behavior of respectively punishing non-sustainable companies and rewarding sustainable companies. Results show that the more egalitarian and the less hierarchical individuals are, the more they will reward sustainable companies. Besides, consumer’s behavior toward the companies is determined by their perception of environmental threat and their perceived response efficacy. These outcomes are relevant for companies seeking to differentiate their products and their image to improve the positioning in the market, and for governments aiming at increasing citizens’ awareness toward global climate change.

Suggested Citation

  • Nuria Rodríguez-Priego & Francisco J. Montoro-Ríos, 2018. "How Cultural Beliefs and the Response to Fear Appeals Shape Consumer’s Purchasing Behavior Toward Sustainable Products," Innovation, Technology, and Knowledge Management, in: Antonio Leal-Millan & Marta Peris-Ortiz & Antonio L. Leal-Rodríguez (ed.), Sustainability in Innovation and Entrepreneurship, chapter 0, pages 47-62, Springer.
    • Handle: RePEc:spr:innchp:978-3-319-57318-2_4
    DOI: 10.1007/978-3-319-57318-2_4
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