IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2024i1p166-d1555588.html
   My bibliography  Save this article

Perceived Price Fairness as a Mediator in Customer Green Consumption: Insights from the New Energy Vehicle Industry and Sustainable Practices

Author

Listed:
  • Ziyu Xu

    (Faculty of Business, City University of Macau, Macau 999078, China)

  • Zhiwen Song

    (Faculty of Business, City University of Macau, Macau 999078, China)

  • Kwong-Yee Fong

    (Faculty of Business, City University of Macau, Macau 999078, China)

Abstract

This paper explores how to promote consumer identification and acceptance of green products in the field of sustainable consumption and green marketing. Specifically, this paper examines how green factors affect consumers’ willingness to purchase new energy vehicles (NEVs) and focuses on the mediating role played by perceived price equity in this process. It is found that consumers’ green self-identity, green product experience, and green product innovation have a significant positive impact on their willingness to purchase NEVs, while perceived price fairness plays an important mediating role in this process. When consumers perceive that the pricing of NEVs is fair, they are more inclined to purchase them. Through the analysis of China’s new energy vehicle market, this paper puts forward suggestions to optimize the promotion strategy of green products from the perspective of price fairness, with a view to providing theoretical support and practical guidance for relevant enterprises. As China is the world’s number one country in terms of NEV ownership, studying its market consumption willingness not only reveals the unique characteristics of the Chinese market but also provides lessons and references for the future development of the new energy vehicle market in other countries, which is of great exemplary significance.

Suggested Citation

  • Ziyu Xu & Zhiwen Song & Kwong-Yee Fong, 2024. "Perceived Price Fairness as a Mediator in Customer Green Consumption: Insights from the New Energy Vehicle Industry and Sustainable Practices," Sustainability, MDPI, vol. 17(1), pages 1-22, December.
  • Handle: RePEc:gam:jsusta:v:17:y:2024:i:1:p:166-:d:1555588
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/1/166/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/17/1/166/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bougie, J.R.G. & Pieters, R. & Zeelenberg, M., 2003. "Angry customers don't come back, they get back : The experience and behavioral implications of anger and dissatisfaction in services," Other publications TiSEM 1708fb71-fd68-41d9-b870-e, Tilburg University, School of Economics and Management.
    2. Long Chen & Xiaokun Liu & Peng Jing, 2023. "Do Unprecedented Gasoline Prices Affect the Consumer Switching to New Energy Vehicles? An Integrated Social Cognitive Theory Model," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    3. Chun Yang & Jui-Che Tu & Qianling Jiang, 2020. "The Influential Factors of Consumers’ Sustainable Consumption: A Case on Electric Vehicles in China," Sustainability, MDPI, vol. 12(8), pages 1-16, April.
    4. Jianming Wang & Thuy Linh Pham & Van Thac Dang, 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity," IJERPH, MDPI, vol. 17(3), pages 1-18, January.
    5. Chiou, Tzu-Yun & Chan, Hing Kai & Lettice, Fiona & Chung, Sai Ho, 2011. "The influence of greening the suppliers and green innovation on environmental performance and competitive advantage in Taiwan," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 47(6), pages 822-836.
    6. Kumar, Bipul, 2012. "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    7. Isabelle Cristina Galindo Curvelo & Eluiza Alberto de Morais Watanabe & Solange Alfinito, 2019. "Purchase intention of organic food under the influence of attributes, consumer trust and perceived value," Revista de Gestão, Emerald Group Publishing Limited, vol. 26(3), pages 198-211, June.
    8. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    9. Zhu, Qinghua & Sarkis, Joseph & Lai, Kee-hung, 2008. "Confirmation of a measurement model for green supply chain management practices implementation," International Journal of Production Economics, Elsevier, vol. 111(2), pages 261-273, February.
    10. Jingyang Chen & Qin Liu, 2023. "The Green Consumption Behavior Process Mechanism of New Energy Vehicles Driven by Big Data—From a Metacognitive Perspective," Sustainability, MDPI, vol. 15(10), pages 1-20, May.
    11. Wang, Lei & Fu, Zhong-Lin & Guo, Wei & Liang, Ruo-Yu & Shao, Hong-Yu, 2020. "What influences sales market of new energy vehicles in China? Empirical study based on survey of consumers’ purchase reasons," Energy Policy, Elsevier, vol. 142(C).
    12. Anatolii Kucher & Maria Hełdak & Lesia Kucher & Beata Raszka, 2019. "Factors Forming the Consumers’ Willingness to Pay a Price Premium for Ecological Goods in Ukraine," IJERPH, MDPI, vol. 16(5), pages 1-14, March.
    13. Irene Daskalopoulou & Anastasia Petrou, 2006. "Consumers' expenditures and perceived price fairness," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 33(11), pages 766-780, November.
    14. Bireswar Dutta & Hsin-Ginn Hwang, 2021. "Consumers Purchase Intentions of Green Electric Vehicles: The Influence of Consumers Technological and Environmental Considerations," Sustainability, MDPI, vol. 13(21), pages 1-23, October.
    15. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    16. Sun, Huiqian & Jing, Peng & Wang, Baihui & Cai, Yunhao & Ye, Jie & Wang, Bichen, 2023. "The effect of record-high gasoline prices on the consumers’ new energy vehicle purchase intention: Evidence from the uniform experimental design," Energy Policy, Elsevier, vol. 175(C).
    Full references (including those not matched with items on IDEAS)

    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. Hubert PaluÅ¡ & Ján Parobek & Nikola SlaÅ¡t’anová & Martina Nosál’ová & Erika LouÄ anová & Antonio Brunori, 2024. "Green Supply Chains and Their Influence on the Competitiveness and Economic Performance of Companies," SAGE Open, , vol. 14(3), pages 21582440241, August.
    2. He Zhou & Songzheng Zhao, 2024. "Green supply chain integration on firm’s green innovation: The moderating role of resource orchestration capability," Operations Management Research, Springer, vol. 17(4), pages 1380-1396, December.
    3. Anna Kukla-Gryz & Joanna Tyrowicz & Michał Krawczyk, 2021. "Digital piracy and the perception of price fairness: evidence from a field experiment," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(1), pages 105-131, March.
    4. Blanka Tundys & Tomasz Wiśniewski, 2018. "The Selected Method and Tools for Performance Measurement in the Green Supply Chain—Survey Analysis in Poland," Sustainability, MDPI, vol. 10(2), pages 1-26, February.
    5. The Anh Phan & Ngoc Bao Thi Pham, 2023. "Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy," SAGE Open, , vol. 13(4), pages 21582440231, November.
    6. Andersén, Jim, 2021. "A relational natural-resource-based view on product innovation: The influence of green product innovation and green suppliers on differentiation advantage in small manufacturing firms," Technovation, Elsevier, vol. 104(C).
    7. Zhaojun Yang & Jun Sun & Yali Zhang & Ying Wang, 2018. "Peas and carrots just because they are green? Operational fit between green supply chain management and green information system," Information Systems Frontiers, Springer, vol. 20(3), pages 627-645, June.
    8. Hannah Santos & Gustavo Lannelongue & Javier Gonzalez-Benito, 2019. "Integrating Green Practices into Operational Performance: Evidence from Brazilian Manufacturers," Sustainability, MDPI, vol. 11(10), pages 1-18, May.
    9. Ruifeng Gong & Jian Xue & Laijun Zhao & Oleksandra Zolotova & Xiaoqing Ji & Yan Xu, 2019. "A Bibliometric Analysis of Green Supply Chain Management Based on the Web of Science (WOS) Platform," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    10. Mohammed Taj Hejazi & Bader Al Batati & Ahmed Bahurmuz, 2023. "The Influence of Green Supply Chain Management Practices on Corporate Sustainability Performance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    11. Zhaojun Yang & Jun Sun & Yali Zhang & Ying Wang, 0. "Peas and carrots just because they are green? Operational fit between green supply chain management and green information system," Information Systems Frontiers, Springer, vol. 0, pages 1-19.
    12. Seung Hwan (Shawn) Lee & Scott Fay, 2017. "Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention," Quantitative Marketing and Economics (QME), Springer, vol. 15(2), pages 123-163, June.
    13. Cherrafi, Anass & Garza-Reyes, Jose Arturo & Kumar, Vikas & Mishra, Nishikant & Ghobadian, Abby & Elfezazi, Said, 2018. "Lean, green practices and process innovation: A model for green supply chain performance," International Journal of Production Economics, Elsevier, vol. 206(C), pages 79-92.
    14. Nurul Fadly Habidin & Juriah Conding & Nursyazwani Mohd Fuzi & Baharudin Omar & Sharon Yong Yee Ong, 2016. "Measuring Green Performance for Malaysian Automotive Industry," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 191-202, November.
    15. Zhaojun Yang & Jun Sun & Yali Zhang & Ying Wang, 2020. "Synergy between green supply chain management and green information systems on corporate sustainability: an informal alignment perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(2), pages 1165-1186, February.
    16. Wenbo Jiang & Francesco Rosati & Huaqi Chai & Taiwen Feng, 2020. "Market orientation practices enhancing corporate environmental performance via knowledge creation: Does environmental management system implementation matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 1899-1924, July.
    17. Beske, Philip & Land, Anna & Seuring, Stefan, 2014. "Sustainable supply chain management practices and dynamic capabilities in the food industry: A critical analysis of the literature," International Journal of Production Economics, Elsevier, vol. 152(C), pages 131-143.
    18. Gielissen, R. & Dutilh, C.E. & Graafland, J.J., 2008. "Perceptions of price fairness: An empirical research," MPRA Paper 20275, University Library of Munich, Germany.
    19. Zhao, Jinjing & Su, Yiming & Fang, Mingjie & Su, Miao, 2024. "Embracing new energy vehicles: An empirical examination of female consumer perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    20. Emel Gelmez & Eren Özceylan & Beata Mrugalska, 2024. "The Impact of Green Supply Chain Management on Green Innovation, Environmental Performance, and Competitive Advantage," Sustainability, MDPI, vol. 16(22), pages 1-18, November.

    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:jsusta:v:17:y:2024:i:1:p:166-:d:1555588. 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.