IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i17p10746-d900615.html
   My bibliography  Save this article

Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study

Author

Listed:
  • Guanfei Zhang

    (Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China
    Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China)

  • Mei Li

    (Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China
    Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China)

  • Jin Li

    (Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China
    Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China)

  • Min Tan

    (Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China
    Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China)

  • Huie Li

    (Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China
    Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China)

  • Yiping Zhong

    (Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China
    Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China)

Abstract

People show a separation of intention and behavior in green consumption, and promoting actual green purchase behavior is more important than purchase intention. This study adopted a conflicting environmental decision paradigm to investigate behavioral and neural processes during actual green consumption decision-making involving different types of green products and message framing, according to construal level theory. Participants were instructed to make green consumption decisions involving green products with different psychological distances (self-interested green products vs. other-interested green products) under gain (e.g., buying green products brings positive results) or loss framing (e.g., not buying green products brings negative effects) while electroencephalograms were recorded. The behavioral results demonstrated that participants tended to purchase green products under loss framing more than under gain framing. The event-related potential results showed that under gain framing, decision-making for self-interested green products was associated with larger P3 than decision-making for other-interested green products. While under loss framing, decision-making for other-interested green products has a larger P260 than for self-interested green products. These findings suggest that under gain framing, self-interested green products elicit more cognitive resources than other-interested green products, while under loss framing, other-interested green products elicit stronger negative emotions than self-interested green products. The research has managerial implications for promoting consumers’ actual purchase behavior.

Suggested Citation

  • Guanfei Zhang & Mei Li & Jin Li & Min Tan & Huie Li & Yiping Zhong, 2022. "Green Product Types Modulate Green Consumption in the Gain and Loss Framings: An Event-Related Potential Study," IJERPH, MDPI, vol. 19(17), pages 1-17, August.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:17:p:10746-:d:900615
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/17/10746/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/17/10746/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.
    2. Elena Druică & Călin Vâlsan & Andreea-Ionela Puiu, 2022. "Voluntary Simplicity and Green Buying Behavior: An Extended Framework," Energies, MDPI, vol. 15(5), pages 1-17, March.
    3. Meyerding, Stephan G.H. & Mehlhose, Clara M., 2020. "Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)," Journal of Business Research, Elsevier, vol. 107(C), pages 172-185.
    4. Ken Peattie, 2001. "Golden goose or wild goose? The hunt for the green consumer," Business Strategy and the Environment, Wiley Blackwell, vol. 10(4), pages 187-199, July.
    5. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    6. Aparna A. Labroo & Vanessa M. Patrick, 2009. "Psychological Distancing: Why Happiness Helps You See the Big Picture," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 800-809, October.
    7. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
    8. Webb, Deborah J. & Mohr, Lois A. & Harris, Katherine E., 2008. "A re-examination of socially responsible consumption and its measurement," Journal of Business Research, Elsevier, vol. 61(2), pages 91-98, February.
    9. Huie Li & Chang You & Jin Li & Mei Li & Min Tan & Guanfei Zhang & Yiping Zhong, 2022. "Influence of Environmental Aesthetic Value and Anticipated Emotion on Pro-Environmental Behavior: An ERP Study," IJERPH, MDPI, vol. 19(9), pages 1-18, May.
    10. Xixiang Sun & Ziyuan Tian & Jianguo Wang & Weihuan Su, 2022. "The Impact of Environmental Commitment on Green Purchase Behavior in China," IJERPH, MDPI, vol. 19(14), pages 1-17, July.
    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. Wang, Liping & Chen, Longjun & Li, Chuang, 2024. "Research on strategies for improving green product consumption sentiment from the perspective of big data," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. João M. Lopes & Luis Filipe Silva & Ilda Massano-Cardoso & Ana Galhardo, 2024. "Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price," Administrative Sciences, MDPI, vol. 14(11), pages 1-24, November.
    3. Changpeng Shao & Sen Lin, 2024. "Do psychological costs matter? The mechanism of perceived value on green consumption behaviour," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

    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. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
    2. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    3. Serena Mastria & Alessandro Vezzil & Andrea De Cesarei, 2023. "Going Green: A Review on the Role of Motivation in Sustainable Behavior," Sustainability, MDPI, vol. 15(21), pages 1-15, October.
    4. Yanyan Chen & Dirk C. Moosmayer, 2020. "When Guilt is Not Enough: Interdependent Self-Construal as Moderator of the Relationship Between Guilt and Ethical Consumption in a Confucian Context," Journal of Business Ethics, Springer, vol. 161(3), pages 551-572, January.
    5. Vinod Sharma & J. Sonwalkar & Maohar Kapse, 2013. "Consumer Purchase Behaviour for Green Products," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 50-65.
    6. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    7. De Silva, Muthu & Wang, Pengji & Kuah, Adrian T.H., 2021. "Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China," Journal of Business Research, Elsevier, vol. 122(C), pages 713-724.
    8. Li Yan & Hean Tat Keh & Xiaoyu Wang, 2021. "Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief," Journal of Business Ethics, Springer, vol. 169(3), pages 499-516, March.
    9. Christina Soyoung Song & Ji Young Lee & Renissa Mutha & Mijin Kim, 2023. "Frugal or Sustainable? The Interplay of Consumers’ Personality Traits and Self-Regulated Minds in Recycling Behavior," Sustainability, MDPI, vol. 15(24), pages 1-19, December.
    10. Rashid Saeed, Muhammad & Khan, Huda & Lee, Richard & Lockshin, Larry & Bellman, Steven & Cohen, Justin & Yang, Song, 2024. "Construal level theory in advertising research: A systematic review and directions for future research," Journal of Business Research, Elsevier, vol. 183(C).
    11. Lehberger, Mira & Grüner, Sven, 2021. "Consumers’ willingness to pay for plants protected by beneficial insects – Evidence from two stated-choice experiments with different subject pools," Food Policy, Elsevier, vol. 102(C).
    12. Clara Mehlhose & Antje Risius, 2021. "Assessing Label Frames and Emotional Primes in the Context of Animal Rearing—Response of an Explorative fNIRS Study," Sustainability, MDPI, vol. 13(9), pages 1-11, May.
    13. Wiebke Roß & Jens Weghake, 2018. "Wa(h)re Liebe: Was Online-Dating-Plattformen über zweiseitige Märkte lehren," TUC Working Papers in Economics 0017, Abteilung für Volkswirtschaftslehre, Technische Universität Clausthal (Department of Economics, Technical University Clausthal).
    14. Jose Apesteguia & Miguel Ballester, 2009. "A theory of reference-dependent behavior," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 40(3), pages 427-455, September.
    15. Malin Jonell & Beatrice Crona & Kelsey Brown & Patrik Rönnbäck & Max Troell, 2016. "Eco-Labeled Seafood: Determinants for (Blue) Green Consumption," Sustainability, MDPI, vol. 8(9), pages 1-19, September.
    16. Kareen Rozen, 2010. "Foundations of Intrinsic Habit Formation," Econometrica, Econometric Society, vol. 78(4), pages 1341-1373, July.
    17. Luigi Guiso, 2015. "A Test of Narrow Framing and its Origin," Italian Economic Journal: A Continuation of Rivista Italiana degli Economisti and Giornale degli Economisti, Springer;Società Italiana degli Economisti (Italian Economic Association), vol. 1(1), pages 61-100, March.
    18. Pingle, Mark & Mitchell, Mike, 2002. "What motivates positional concerns for income?," Journal of Economic Psychology, Elsevier, vol. 23(1), pages 127-148, February.
    19. Shunda, Nicholas, 2009. "Auctions with a buy price: The case of reference-dependent preferences," Games and Economic Behavior, Elsevier, vol. 67(2), pages 645-664, November.
    20. Christian Grund & Dirk Sliwka, 2007. "Reference-Dependent Preferences and the Impact of Wage Increases on Job Satisfaction: Theory and Evidence," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 163(2), pages 313-335, June.

    More about this item

    Keywords

    green product type; green consumption behavior; gain framing; loss framing; event-related potential (ERP); P3; P260;
    All these keywords.

    JEL classification:

    • P3 - Political Economy and Comparative Economic Systems - - Socialist Institutions and Their Transitions

    Statistics

    Access and download statistics

    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:19:y:2022:i:17:p:10746-:d:900615. 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.