IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i4p1912-d500410.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jun Zou & Yifan Tang & Ping Qing & Han Li & Amar Razzaq, 2021. "Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
  • Handle: RePEc:gam:jijerp:v:18:y:2021:i:4:p:1912-:d:500410
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/4/1912/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/1660-4601/18/4/1912/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cai, Zhen & Xie, Yi & Aguilar, Francisco X., 2017. "Eco-label credibility and retailer effects on green product purchasing intentions," Forest Policy and Economics, Elsevier, vol. 80(C), pages 200-208.
    2. Meyvis, Tom & Janiszewski, Chris, 2002. "Consumers' Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 618-635, March.
    3. Aradhna Krishna & Uday Rajan, 2009. "Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio," Management Science, INFORMS, vol. 55(9), pages 1469-1485, September.
    4. Ramayah, T. & Lee, Jason Wai Chow & Mohamad, Osman, 2010. "Green product purchase intention: Some insights from a developing country," Resources, Conservation & Recycling, Elsevier, vol. 54(12), pages 1419-1427.
    5. Jiewen Hong & Angela Y. Lee, 2008. "Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 682-695, August.
    6. Kai Chen & Ting Deng, 2016. "Research on the Green Purchase Intentions from the Perspective of Product Knowledge," Sustainability, MDPI, vol. 8(9), pages 1-16, September.
    7. Claire I. Tsai & Ann L. McGill, 2011. "No Pain, No Gain? How Fluency and Construal Level Affect Consumer Confidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 807-821.
    8. Dengfeng Yan, 2016. "Numbers Are Gendered: The Role of Numerical Precision," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 303-316.
    9. Leibao Zhang & Yanli Fan & Wenyu Zhang & Shuai Zhang, 2019. "Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products," Sustainability, MDPI, vol. 11(15), pages 1-17, August.
    10. Neeraj Arora & Ty Henderson, 2007. "Embedded Premium Promotion: Why It Works and How to Make It More Effective," Marketing Science, INFORMS, vol. 26(4), pages 514-531, 07-08.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yihao Cao & Ehsan Elahi & Zainab Khalid & Ping Li & Pengsheng Sun, 2023. "How Do Intellectual Property Rights Affect Green Technological Innovation? Empirical Evidence from China," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    2. Yufeng He & Tinggui Chen, 2022. "Does the 10-Year Fishing Ban Compensation Policy in the Yangtze River Basin Improve the Livelihoods of Fishing Households? Evidence from Ma’anshan City, China," Agriculture, MDPI, vol. 12(12), pages 1-16, December.
    3. Tao Lian & Shamsheer ul Haq & Pomi Shahbaz & Lei Zhao & Muhammad Nadeem & Babar Aziz, 2022. "Changing Food Patterns during the Pandemic: Exploring the Role of Household Dynamics and Income Stabilization Strategies," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    4. Xingyuan Wang & Yingying Du & Yun Liu & Shuyang Wang, 2022. "Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention," IJERPH, MDPI, vol. 19(20), pages 1-19, October.
    5. Arun Kumar & Mrinalini Pandey, 2023. "Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and EWOM toward Green Consumption Behavior: An Empirical Investigation," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    6. Ying Lu & Sang Do Park, 2022. "Time Series Analysis of Policy Discourse on Green Consumption in China: Text Mining and Network Analysis," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    7. Nayeon Kim & Kyungtag Lee, 2023. "Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context," IJERPH, MDPI, vol. 20(7), pages 1-17, March.
    8. Guan, Dongxiao & Lei, Yunfei & Liu, Yu & Ma, Qinhai, 2024. "The effect of matching promotion type with purchase type on green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    2. Muhammad Ishfaq Khan & Shahbaz Khalid & Umer Zaman & Ana Ercília José & Paulo Ferreira, 2021. "Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image," IJERPH, MDPI, vol. 18(18), pages 1-24, September.
    3. Ganesh Iyer & David A. Soberman, 2016. "Social Responsibility and Product Innovation," Marketing Science, INFORMS, vol. 35(5), pages 727-742, September.
    4. Jasjit Singh & Nina Teng & Serguei Netessine, 2019. "Philanthropic Campaigns and Customer Behavior: Field Experiments on an Online Taxi Booking Platform," Management Science, INFORMS, vol. 65(2), pages 913-932, February.
    5. Rapert, Molly Inhofe & Thyroff, Anastasia & Grace, Sarah C., 2021. "The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions," Journal of Business Research, Elsevier, vol. 132(C), pages 838-847.
    6. Mia Reinholt Fosgaard & Toke Reinholt Fosgaard & Nicolai Juul Foss, 2017. "Consumer or citizen? Prosocial behaviors in markets and non-markets," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 49(2), pages 231-253, August.
    7. Wen, Na & Lurie, Nicholas H., 2018. "The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names," Journal of Retailing, Elsevier, vol. 94(4), pages 393-407.
    8. Kumar, Bipul & Sinha, Piyush Kumar & Shukla, P. R. & Abhishek, 2013. "Broadening the Concept of Sustainability and Measuring its Impact on Firm’s Performance," IIMA Working Papers WP2013-08-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    9. Qing Ye & Rongting Zhou & Muhammad Azfar Anwar & Ahmad Nabeel Siddiquei & Fahad Asmi, 2020. "Entrepreneurs and Environmental Sustainability in the Digital Era: Regional and Institutional Perspectives," IJERPH, MDPI, vol. 17(4), pages 1-21, February.
    10. Ashwin Aravindakshan & Olivier Rubel & Oliver Rutz, 2015. "Managing Blood Donations with Marketing," Marketing Science, INFORMS, vol. 34(2), pages 269-280, March.
    11. Huang, Guoxuan & Zheng, Benrong & Zou, Bipan & Cheng, T.C.E., 2022. "Strategic role of charitable donation in supply chain coordination with consumer prosocial preference," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 164(C).
    12. Kopalle, Praveen K. & Krishna, Aradhna & Rajan, Uday & Wang, Yu, 2022. "How does regulatory monitoring of cause marketing affect firm behavior and donations to charity?," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 947-966.
    13. Sarah S. Müller & Nina Mazar & Anne J. Fries, 2016. "The Cause Matters! How Cause Marketing Campaigns Can Increase the Demand for Conventional over Green Products," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 540-554.
    14. Nicole Koschate-Fischer & Isabel V. Huber (née Stefan) & Wayne D. Hoyer, 2016. "When will price increases associated with company donations to charity be perceived as fair?," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 608-626, September.
    15. Fei Gao, 2020. "Cause Marketing: Product Pricing, Design, and Distribution," Manufacturing & Service Operations Management, INFORMS, vol. 22(4), pages 775-791, July.
    16. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    17. Pleskachev, Yury (Плескачев, Юрий) & Ponomarev, Yury (Пономарев, Юрий), 2017. "Import Price Rigidity and Invoice Currency in Russia [Валюта Контракта И Жесткость Цен На Импортные Товары В России]," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 3, pages 80-99, June.
    18. Yoshifumi Hino & Yusuke Zennyo, 2017. "Corporate social responsibility and strategic relationships," International Review of Economics, Springer;Happiness Economics and Interpersonal Relations (HEIRS), vol. 64(3), pages 231-244, September.
    19. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    20. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:4:p:1912-:d:500410. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.