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

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  • 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
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    References listed on IDEAS

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    Citations

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    Cited by:

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    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).

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