IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v49y2019icp336-345.html
   My bibliography  Save this article

How green marketing, perceived motives and incentives influence behavioral intentions

Author

Listed:
  • Chang, Kuo-Chien
  • Hsu, Chia-Lin
  • Hsu, Ya-Ti
  • Chen, Mu-Chen

Abstract

This study contributes to exploring the effects of regulatory fit with green marketing messages on consumer behavioral intentions by examining the moderating roles of perceived motives of green initiatives and perceived incentive mechanisms. Experiment 1 explores the effects of regulatory fit and non-fit on behavioral intentions in terms of the different types of green marketing messages. Experiment 2 explores the moderating effect of perceived different motives of green initiatives on the link between promotion/prevention regulatory fit and behavioral intentions. Additionally, Experiment 3 examines the moderating effect of perceived different incentive mechanisms on the relationship between promotion/prevention regulatory fit and behavioral intentions. Based on these findings, theoretical and managerial implications are discussed.

Suggested Citation

  • Chang, Kuo-Chien & Hsu, Chia-Lin & Hsu, Ya-Ti & Chen, Mu-Chen, 2019. "How green marketing, perceived motives and incentives influence behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 336-345.
  • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:336-345
    DOI: 10.1016/j.jretconser.2019.04.012
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919300335
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jretconser.2019.04.012?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nyborg, Karine & Howarth, Richard B. & Brekke, Kjell Arne, 2006. "Green consumers and public policy: On socially contingent moral motivation," Resource and Energy Economics, Elsevier, vol. 28(4), pages 351-366, November.
    2. Rode, Julian & Gómez-Baggethun, Erik & Krause, Torsten, 2015. "Motivation crowding by economic incentives in conservation policy: A review of the empirical evidence," Ecological Economics, Elsevier, vol. 117(C), pages 270-282.
    3. Litvine, Dorian & Wüstenhagen, Rolf, 2011. "Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market," Ecological Economics, Elsevier, vol. 70(3), pages 462-474, January.
    4. Hui-Ju Wang, 2017. "Determinants of consumers’ purchase behaviour towards green brands," The Service Industries Journal, Taylor & Francis Journals, vol. 37(13-14), pages 896-918, October.
    5. Edward Nelling & Elizabeth Webb, 2009. "Corporate social responsibility and financial performance: the “virtuous circle” revisited," Review of Quantitative Finance and Accounting, Springer, vol. 32(2), pages 197-209, February.
    6. Crow, Kellie & Mathmann, Frank & Greer, Dominique, 2019. "Got a dollar? Locomotion orientation decreases the effect of defaults on charitable giving," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 1-6.
    7. Arnold, Mark J. & Reynolds, Kristy E., 2009. "Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus," Journal of Retailing, Elsevier, vol. 85(3), pages 308-320.
    8. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    9. Frey, Bruno S & Oberholzer-Gee, Felix, 1997. "The Cost of Price Incentives: An Empirical Analysis of Motivation Crowding-Out," American Economic Review, American Economic Association, vol. 87(4), pages 746-755, September.
    10. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    11. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    12. Karaosmanoglu, Elif & Altinigne, Nesenur & Isiksal, Didem Gamze, 2016. "CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity," Journal of Business Research, Elsevier, vol. 69(10), pages 4161-4167.
    13. Bruno Frey, 1992. "Pricing and regulating affect environmental ethics," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 2(4), pages 399-414, July.
    14. Wei, Shuqin & Ang, Tyson & Jancenelle, Vivien E., 2018. "Willingness to pay more for green products: The interplay of consumer characteristics and customer participation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 230-238.
    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. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2022. "How customers motive attributions impact intentions to use an interactive kiosk in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Tran, Trang P. & Guzmán, Francisco & Paswan, Audhesh K. & Blankson, Charles, 2020. "National versus private brand: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Mario Pagliacci & Adriana Manolica & Teodora Roman & Gabriela Boldureanu, 2019. "The Consumers of Green Products. The Case of Romanian Moldavia Counties," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(S13), pages 830-830, November.
    4. Yaser Sobhanifard & Seyed Mohammad Saleh Hashemi Apourvari, 2022. "Environmental sustainable development through modeling and ranking of influential factors of reference groups on consumer behavior of green products: The case of Iran," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(5), pages 1294-1312, October.
    5. Li, Mengyi & Ma, Qin-hai, 2022. "“Do not impose on others what you desire.†Research on the influence of service Personnel's interactive orientation on customer comfort," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Jeong-Eun Park & Eungoo Kang, 2022. "The Mediating Role of Eco-Friendly Artwork for Urban Hotels to Attract Environmental Educated Consumers," Sustainability, MDPI, vol. 14(7), pages 1-19, March.
    7. Zahid Yousaf & Magdalena Radulescu & Crenguta Ileana Sinisi & Luminita Serbanescu & Loredana Maria Paunescu, 2021. "Harmonization of Green Motives and Green Business Strategies towards Sustainable Development of Hospitality and Tourism Industry: Green Environmental Policies," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    8. Ziyuan Tian & Xixiang Sun & Jianguo Wang & Weihuan Su & Gen Li, 2022. "Factors Affecting Green Purchase Intention: A Perspective of Ethical Decision Making," IJERPH, MDPI, vol. 19(18), pages 1-16, September.
    9. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.
    10. Ahmad Fadavi & Fariborz Jolai & Ata Allah Taleizadeh, 2022. "Green product design in a supply chain with considering marketing under competition and coordination," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(10), pages 11721-11759, October.
    11. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    12. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    13. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Basha, Norazlyn Kamal & Soutar, Geoff, 2021. "The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    14. Chou, Sheng-Fang & Horng, Jeou-Shyan & Sam Liu, Chih-Hsing & Lin, Jun-You, 2020. "Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    15. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    16. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    17. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(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. Naatu, Felicia & Nyarko, Samuel Anokye & Munim, Ziaul Haque & Alon, Ilan, 2022. "Crowd-out effect on consumers attitude towards corporate social responsibility communication," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    2. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    3. Alessia Acampora & Michele Preziosi & Maria Claudia Lucchetti & Roberto Merli, 2022. "The Role of Hotel Environmental Communication and Guests’ Environmental Concern in Determining Guests’ Behavioral Intentions," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    4. Attallah, May & Abildtrup, Jens & Stenger, Anne, 2022. "Non-monetary incentives for sustainable biomass harvest: An experimental approach," Resource and Energy Economics, Elsevier, vol. 69(C).
    5. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    6. Ezzine-de-Blas, Driss & Corbera, Esteve & Lapeyre, Renaud, 2019. "Payments for Environmental Services and Motivation Crowding: Towards a Conceptual Framework," Ecological Economics, Elsevier, vol. 156(C), pages 434-443.
    7. Yaqin Lin & Chun-Hung Chiu, 2023. "Effectiveness of Discount Incentives in Carbon Reduction: Impact of Customer-Perceived Value Sacrificed for Green Hotels," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    8. Cécile Bazart & Dimitri Dubois & Kate Farrow & Lisette Ibanez & Alain Marciano & Nathalie Moureau & Rustam Romaniuc & Julie Rosaz & Sébastien Roussel, 2017. "NORMES : NORmes sociales, Motivations Externes et internes, et politiques publiqueS," Working Papers hal-02938187, HAL.
    9. Authelet, Manon & Subervie, Julie & Meyfroidt, Patrick & Asquith, Nigel & Ezzine-de-Blas, Driss, 2021. "Economic, pro-social and pro-environmental factors influencing participation in an incentive-based conservation program in Bolivia," World Development, Elsevier, vol. 145(C).
    10. Coulibalyaicha Massaran & Jingli Liu, 2024. "ESG Impact on Green Purchases: Côte d’Ivoire’s Retail Sector in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 1419-1450, July.
    11. Talia Goren & Itai Beeri & Dana R. Vashdi, 2023. "Framing policies to mobilize citizens' behavior during a crisis: Examining the effects of positive and negative vaccination incentivizing policies," Regulation & Governance, John Wiley & Sons, vol. 17(2), pages 570-591, April.
    12. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    13. Sophie Clot & Gilles Grolleau & Lisette Ibanez, 2016. "Do good deeds make bad people?," European Journal of Law and Economics, Springer, vol. 42(3), pages 491-513, December.
    14. Qin, Botao & Shogren, Jason, 2023. "Endogenous Social Norms, Mechanism Design, and Payment for Environmental Services," MPRA Paper 112878, University Library of Munich, Germany.
    15. Kahsay, Goytom Abraha & Kassie, Workineh Asmare & Beyene, Abebe Damte & Hansen, Lars Gårn, 2022. "Pro-environmental behavior under bundled environmental and poverty reduction goals: Empirical evidence from Ethiopia," Land Use Policy, Elsevier, vol. 112(C).
    16. Perri, Cecilia & Giglio, Carlo & Corvello, Vincenzo, 2020. "Smart users for smart technologies: Investigating the intention to adopt smart energy consumption behaviors," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    17. Nyborg, Karine & Rege, Mari, 2003. "Does Public Policy Crowd Out Private Contributions to Public Goods," Public Choice, Springer, vol. 115(3-4), pages 397-418, June.
    18. Veenarat Ut-tha & Rebecca Chung, 2023. "Unraveling Psychosocial Drivers of Environmentally-labeled Coffee," Economia agro-alimentare, FrancoAngeli Editore, vol. 2023(3), pages 109-141.
    19. Md. Nekmahmud & Maria Fekete-Farkas, 2020. "Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation," Sustainability, MDPI, vol. 12(19), pages 1-31, September.
    20. Simora, Michael, 2017. "The effect of financial compensation on the acceptance of power lines: Evidence from a randomized discrete choice experiment in Germany," Ruhr Economic Papers 729, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.

    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:eee:joreco:v:49:y:2019:i:c:p:336-345. 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: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.