绿色还是享乐?参与环保活动对消费行为的影响

以往对于环保问题的研究主要关注如何促进人们更多从事环保行为,较少有研究涉及参与环保行为后会产生怎样的影响,而且这方面的研究也没有一个一致的结论。通过3个实验发现当绿色消费和享乐消费是竞争关系时,对于认为环境价值观重要的个体来说,无论参与环保活动是出于内在动机还是外在动机都会增强消费者的环保自我担当,促进绿色消费,而对于认为环境价值观不重要的个体来说,只有参与环保活动是出于内在动机的时候才会增加消费者环保目标进展的感知,促进享乐消费,出于外在动机参与环保活动并不会促进享乐消费。     

How to arrange assortments available in green alternatives: Displaying products by green attributes

Previous research has investigated how product display affects consumer choices. However, less is known about the effect of product display on green consumption when products are displayed by green attributes. Through three studies with 610, 661, and 208 valid participants, respectively, the present research demonstrates that displaying products by green attributes render green products more recognizable to the consumer, thereby inducing green choices from among the consideration sets. The positive effect is enhanced by providing green category labels on products. However, the positive effect of product display by green attributes weakens in the case of consumers with high brand familiarity. The findings contribute theoretically and practically to the research on promoting green choice through environmental cues such as product display.     

Are Two Reasons Better Than One? The Role of Appeal Type in Consumer Responses to Sustainable Products

In the face of the growing prevalence of multiple appeals to sustainable consumption in marketers’ sustainable product communications, we examine the efficacy, in terms of consumer reactions, of adding an extrinsic appeal (e.g., “Purchase this green product to save money!”) to an intrinsic appeal (e.g., “Purchase this green product to save the environment!”) based communication for a sustainable product. Three studies provide support for our basic assertion that, compared to an intrinsic appeal, joint appeals (i.e., an intrinsic and extrinsic appeal together) reduce consumer preference for sustainable products. As well, these studies demonstrate that this adverse effect of joint appeals is based on a lowering of consumers’ attributions of the company's sustainability efforts to intrinsic motives (e.g., to the company's genuine concern for the environment). Finally, not all consumers react adversely to joint appeals; relative to intrinsic appeals, such appeals increase, rather than decrease, the intrinsic attributions and sustainable product preferences for consumers with lower involvement with sustainable consumption.     

物质主义对绿色消费的影响：促进还是抑制?

在物质主义价值观盛行的当今中国社会, 如何推进绿色消费这一举措是值得关注的问题。以往研究对于物质主义与绿色消费的关系得出了矛盾的结论。针对这一现状, 本研究以绿色产品本身的特征(炫耀性/非炫耀性)为切入点, 首先考察物质主义影响绿色消费的边界条件, 即绿色产品炫耀性的调节作用, 然后进一步探究物质主义促进炫耀性绿色消费及抑制非炫耀性绿色消费的心理机制, 最后在此基础上进行自然接触的干预研究, 以期为解决现有研究分歧提供全新的思路, 同时为企业和政府引导绿色消费提供管理建议。     

Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior

The present work examines how experiencing high versus low power creates qualitatively distinct psychological motives that produce unique consumption patterns. Based on accumulating evidence that states of power increase focus on one’s own internal desires, we propose that high power will lead to a greater preference for products that are viewed as offering utility (e.g., performance, quality) to the individual. In contrast, extending past research showing that powerlessness fosters a compensatory motive to restore power; we demonstrate that the powerless prefer visible or conspicuous consumption that signals status to others. Regardless of whether high and low power were measured, episodically primed, or structurally manipulated, and regardless of how consumption patterns were measured (e.g., purchasing intentions, consumer attitudes, or creation of one’s own advertising slogan), five experiments support a parsimonious model for how different levels of power impact consumer behavior. Given the pervasiveness of everyday fluctuations in power, and the governing role of consumption in everyday life, these findings have potentially broad implications, from tailored advertising to different market segments to understanding the rise in consumer debt.     

The effect of price discounts on green consumerism behavioral intentions

Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take‐out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take‐out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism. Copyright © 2016 John Wiley & Sons, Ltd.     

Cognitive anthropology and the problem‐solving behaviour of green consumers

• This paper examines the contextual aspects of problem‐solving behaviour of ‘green’, environmentally oriented consumers. It is argued that by profiling the consumer in cognitive terms, a more robust understanding of green consumer behaviour can be provided.
• To illustrate this, we draw upon the cognitive anthropological concepts of practical thinking and bricolage. These are used to integrate ‘context’ into a model of cognition via qualitative, interview‐based research which examined how consumers assess the environmental friendliness of supermarket products.
• In order to increase external validity two respondent groups were compared, British and German consumers. Different levels of successful and unsuccessful practical thinking and bricolage were identified.

Copyright © 2006 John Wiley & Sons, Ltd.     

Pro-Environmental Habits: Propensity Levels in Behavioral Change1

A proposed model for behavioral change is described as a process in several steps from habitual nonenvironmentally friendly behavior to environmentally friendly behavior. Every step is linked to factors promoting or impeding further progress. Data from a questionnaire addressed to a random sample of 500 Swedish adults supported the hypothesis that general factors such as environmental values and a sense of responsibility for the environment will be more influential in an early phase rather than in a later phase of changing established habits regarding purchases of washing and washing-up detergents, respectively. Furthermore, in a later phase of transition, specific beliefs about particular products will affect the testing and evaluation of a new behavior.     

Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of “green” products

Authenticity judgments involve how individuals distinguish what appears to be real versus fake, genuine versus phony. In this investigation, we bring authenticity into the laboratory to assess it in a manner quite different from most extant approaches. Taking a Peircian semiotic view in a context of environmentally conscious consumption, we develop and test a set of hypotheses concerning the effects of indexical and iconic cues to an authentic “green” product meaning. Results suggest that effects of these indicators of authenticity can be induced in a controlled manner with products being assessed as more or less “green” on the basis of particular cue arrangements. Furthermore, the effectiveness of these semiotic cues is moderated by a basic distinction among products. Taken together, the results provide evidence supporting a meaning validation process as the basis of authenticity judgments and suggest new directions for theory building in a domain where there is substantial practitioner interest. Copyright © 2012 John Wiley & Sons, Ltd.     

Motivated decision making: effects of activation and self-centrality of values on choices and behavior

Six studies examined the value-behavior relation and focused on motivational properties of values, the self, and value activation. Priming environmental values enhanced attention to and the weight of information related to those values, which resulted in environmentally friendly consumer choices. This only occurred if these values were central to the self-concept. Value-congruent choices were also found in response to countervalue behavior in an unrelated context. Donating behavior congruent with central altruistic values was found as a result of enhanced self-focus, thus demonstrating the importance of the self in the value-behavior relation. The external validity of the value-centrality measure and its distinction from attitudes were demonstrated in the prediction of voting. Values were thus found to give meaning to, energize, and regulate value-congruent behavior, but only if values were cognitively activated and central to the self.     

谁更愿意购买绿色产品？认识绿色消费者

绿色消费虽然备受关注但消费者积极性却不高,这可能和个体差异性有关。为了考察绿色消费的积极性,本研究从个体差异的视角出发,引入购买时间距离这一变量,以揭示面对绿色产品的矛盾性消费者究竟更愿现在购买还是将来,决策模式是否会存在个体差异。研究发现,时间距离调节绿色消费观与产品购买意愿的关系,而产品价值感知部分中介了该调节作用。具体来说,绿色消费者不会受到时间框定的影响,而非绿色消费者则表现出时间框定效应即更倾向于在将来而不是现在购买绿色产品;这是因为绿色消费观以自上而下的方式影响绿色消费者动机加工,使绿色产品的价值感知较为稳定,而非绿色消费者的价值感知则根据购买时间距离的不同而变化。研究结果说明在生态文明建设日益紧迫的当下培育个体绿色消费观具有重要的意义。     

谁更愿意购买绿色产品？认识绿色消费者

绿色消费虽然备受关注但消费者积极性却不高,这可能和个体差异性有关。为了考察绿色消费的积极性,本研究从个体差异的视角出发,引入购买时间距离这一变量,以揭示面对绿色产品的矛盾性消费者究竟更愿现在购买还是将来,决策模式是否会存在个体差异。研究发现,时间距离调节绿色消费观与产品购买意愿的关系,而产品价值感知部分中介了该调节作用。具体来说,绿色消费者不会受到时间框定的影响,而非绿色消费者则表现出时间框定效应即更倾向于在将来而不是现在购买绿色产品;这是因为绿色消费观以自上而下的方式影响绿色消费者动机加工,使绿色产品的价值感知较为稳定,而非绿色消费者的价值感知则根据购买时间距离的不同而变化。研究结果说明在生态文明建设日益紧迫的当下培育个体绿色消费观具有重要的意义。     

How green defaults promote environmentally friendly decisions: Attitude‐conditional default acceptance but attitude‐unconditional effects on actual choices

Defaults (i.e., options that become effective without an active choice) have been found to be powerful tools to influence decision‐making in a range of behavioral domains. However, seemingly conflicting assumptions have been expressed regarding the interplay of defaults with individual attitudes. Whereas some expect attitude‐conditional effects (i.e., a statistical default‐by‐attitude interaction), others assume an attitude‐unconditional effectiveness of defaults (i.e., statistically additive effects). Integrating both assumptions, we argue that the interplay of defaults and attitudes depends on what is considered a default effect. Specifically, whereas default acceptance is likely to be attitude‐conditional, we predicted that defaults and attitudes would add up in explaining people's actual choices. We tested these hypotheses in an online shopping scenario presenting environmentally friendly or conventional default products to 231 participants. Participants’ environmental attitude was assessed with the General Ecological Behavior scale and actual product choices were identified if participants rejected a given default product. In line with our hypotheses, default acceptance was predicted by a default‐by‐attitude interaction. In contrast, actual environmentally friendly product choices were found to be an additive function of defaults and participants’ environmental attitude. From an applied perspective, our findings suggest that defaults can readily be applied even in attitude‐heterogeneous target populations. Concurrently, however, our findings also speak of the importance of people's attitudes for understanding individual decision‐making.     

Evidence for the coincidence effect in environmental judgments: why isn't it easy to correctly identify environmentally friendly food products?

The coincidence effect--a phenomenon known in similarity research--suggests that people assign extra weight to features that 2 items have in common. The role of this effect in 2 kinds of environmental judgments about food products is investigated. Task 1 ("How environmentally friendly is a particular food product compared with a reference?") provided some evidence for the coincidence hypothesis. However, Task 2 ("How much more or less environmentally harmful is a food product compared with a standard?") showed anticoincidence. People's subjective evaluations were examined in regard to how they matched or deviated from objective measures of harmful environmental consequences related to food products. Coincidence and anticoincidence help to explain when and why subjective and objective evaluations may diverge.     

绿色消费的许可效应：绿色让我们更不道德？

绿色消费属于道德范畴,消费者在助推绿色社会发展中的作用日益受到重视。然而,绿色消费会降低指定性道德约束或增强禁止性道德选择,消费者会变得不再绿色甚至自私(如享乐、撒谎或偷窃),这便是绿色消费的许可效应。从时间维度上来说,绿色消费许可效应的产生包括启动效应-绿色消费-许可效应三个阶段。有关该效应的理论解释是道德自我调节。从根本上来说,化解该效应需要消费者养成绿色生活方式,它包括两个路径：一方面,从绿色行为到绿色自我,抽象化表征行为,将绿色行为与自我概念相连接,采用自下而上加工方式实现;另一方面,从绿色自我到绿色行为,基于价值观-行为一致性原则,会促进个体产生更多绿色消费以及节俭和利他,采用的是自上而下加工。文章最后指出未来一些研究方向。     

Signaling can increase consumers' willingness to pay for green products. Theoretical model and experimental evidence

Many green products are costlier than their nongreen counterparts, for a variety of reasons. This “green premium” is a key challenge marketers face when targeting consumers with these green products. A potential solution to this issue is provided by signaling theory. According to the theory, green products can have a signaling benefit. This benefit acts as an incentive for consumers to pay a premium for environmentally friendly products that can even out their price disadvantage (the green signaling hypothesis). Previous studies have tested the green signaling hypothesis with hypothetical buying decisions. The research at hand tests the green signaling hypothesis with incentive‐compatible purchase decisions in a laboratory setting with student subjects. As predicted, subjects exhibit a higher willingness to pay for green products when the product choice (a nongreen product vs. a costlier green counterpart) is public rather than private. The results also suggest that green signalers are treated more favorably in social interactions. The main result is that a signaling benefit can even out moderate green premiums. One implication of this is the idea that marketers should design green products that are costlier than their nongreen counterparts in a way that renders them clearly recognizable as green. At the same time, marketers should avoid marketing everyday green products with a high green premium.     

Consumer preference for bio‐based batteries

Growing concern about the degradation of the environment and public health has called into question the use of conventional household batteries that are consumed and then typically discarded. Because most conventional batteries are not recycled, they end up in landfills where they decompose, potentially leaching harmful chemicals into the surrounding soil. Bio‐based batteries, which are made from agricultural by‐products, have been designed to help meet the need for household batteries while using sustainable, safe technology. This research examines the links between consumer willingness‐to‐pay (WTP) for bio‐based batteries and consumer characteristics and preferences for certain product attributes and environmentally‐friendly practices. We designed a nationwide survey and analyzed the survey data using the dichotomous‐choice contingent valuation method. The results show an increase in the estimated WTP in the Midwest and South in response to an information treatment about bio‐based batteries. Overall, U.S. consumers concerned about green production and recycling practices are willing to pay a premium for bio‐based batteries. Our results provide essential information for quantitatively assessing the potential market impact of bio‐based batteries, for developing effective management and marketing strategies to reach various consumer groups, and for efficiently establishing sustainable policies and regulations.     

Judgment is not color blind: The impact of automatic color preference on product and advertising preferences

This research examines the colors white and black and highlights the importance of automatic preference for the color white over black in product choice and advertising contexts. Across three studies, we incorporate multiple Implicit Association Tests to assess automatic preferences for colors, products, races, and advertisements. In Study 1, we demonstrate an automatic color preference for white over black, show that this preference holds for Caucasian-Americans and African-Americans, and find that automatic color preference predicts automatic product preference of white over black-colored products. Study 2 extends these findings by showing that actual behavioral product choice is best predicted by a combination of automatic and explicit color preferences. In the advertising domain, Study 3 demonstrates how automatic color preference influences advertising responses and how it explains the lack of in-group preference by African-Americans in previous implicit studies of racial preference. Collectively, our research draws attention to the need to disentangle white and black as designation of colors versus racial groups, and offers significant and novel contributions to the work on color and race in consumer psychology.     

时间参照对绿色消费的影响：环保意识和产品环境怀疑的调节作用

绿色消费虽然受到越来越多的关注,但消费者的绿色承诺很难转化为实际的购买行为,出现了消费者的不作为现象。本研究试图探讨时间参照对消费者不作为的影响以及环保意识是否能够有效抑制这种不作为。研究发现,消费者在近期情境下对绿色产品的购买意愿低于远期,出现了绿色消费不作为现象,即个体更倾向于在将来而不是现在购买绿色产品。尤为重要的是,环保意识对消费者不作为的弱化作用受制于个体的产品环境怀疑：产品坏境怀疑较低时环保意识的弱化作用明显,而产品环境怀疑较高时环保意识的弱化作用则不存在。