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Facilitating mechanism of green products purchasing with a premium price—Moderating by sustainability‐related information

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  • Jing Shao
  • Wenchao Li
  • Cedric Aneye
  • Wei Fang

Abstract

Many studies explored consumer motivation toward purchasing behavior of environmentally friendly products. However, although consumers are aware of products' possible environmental and social impacts, there is no transparent approach to obtain such information and facilitate their green purchasing accordingly. Therefore, based on the developed novel scale of sustainability‐related information of the product as a moderating factor, this research aims to study the facilitating mechanism of such information in influencing consumers' purchasing behavior with a premium price. An online survey of 713 consumers was conducted in the context of purchasing new energy vehicles. Using SPSS 25, the social impact information could significantly affect the premium price the consumers would pay compared to environmental impact information. Furthermore, marital status, income level, and age significantly affect the purchasing behavior of potential consumers. This study provides theoretical and methodological support for enterprises to develop product sustainability indicators and guide them in designing business activities.

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  • Jing Shao & Wenchao Li & Cedric Aneye & Wei Fang, 2022. "Facilitating mechanism of green products purchasing with a premium price—Moderating by sustainability‐related information," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 686-700, May.
    • Handle: RePEc:wly:corsem:v:29:y:2022:i:3:p:686-700
    DOI: 10.1002/csr.2229
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