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Green consumer behavior: being good or seeming good?
Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0002-0419-8654
Handelshögskolan i Göteborg, Göteborg, Sweden.
2016 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 25, no 3, p. 274-284, article id 115980330Article in journal (Refereed) Published
Abstract [en]

Purpose: This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption situation on consumers’ choice of organic products. In addition, the paper also explores whether self-monitoring ability and attention to social comparison information (ATSCI) influence GCB in situations of anticipated high conspicuousness.

Design/methodology/approach: Two experiments test the study’s hypotheses.

Findings: The results of both experiments show that the anticipation of conspicuousness has a significant effect on GCB. Moreover, in Experiment 2, this effect is moderated by consumers’ level of ATSCI but not by their self-monitoring ability.

Research limitations/implications: Because ATSCI significantly interacts with green consumption because of the anticipation of a conspicuous setting, although self-monitoring ability does not, we conclude that social identification is an important determinant of green consumption.

Practical implications: Marketers who focus on building green brands could consider designing conspicuous consumption situations to increase GCB.

Social implications: Policymakers could enact change by making the environmental unfriendliness of non-eco-friendly products visible to the public and thus increase the potential for GCB.

Originality/value: The results validate the emerging understanding that green products are consumed for self-enhancement, but also expand the literature by highlighting that a key motivating factor of GCB is the desire to fit in.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited , 2016. Vol. 25, no 3, p. 274-284, article id 115980330
Keywords [en]
Green consumer behavior, Self-enhancement, Branding, ATSCI, Attention to social comparison information, Self-monitoring ability
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-54551DOI: 10.1108/JPBM-06-2015-0903ISI: 000379340200006Scopus ID: 2-s2.0-84977584445OAI: oai:DiVA.org:hj-54551DiVA, id: diva2:1591346
Available from: 2016-06-29 Created: 2021-09-06 Last updated: 2021-09-07Bibliographically approved
In thesis
1. It’s Not What You Sell: It’s Whom You Sell it To: How the Customer’s Character Shapes Brands and What Companies Do About it
Open this publication in new window or tab >>It’s Not What You Sell: It’s Whom You Sell it To: How the Customer’s Character Shapes Brands and What Companies Do About it
2015 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

In this dissertation I investigate the effects of user and usage imagery on brands and how businesses employ user imagery to build brands. Over four articles I present results that suggest that user imagery affects brand personality and that companies under certain conditions adapt their behavior to optimize this effect. Although both mass market fashion and nightclubs are susceptible to the influence of user imagery, out of the two only nightclubs actively reject customers to improve its effect on brand perception. I relate these practices to the practical and financial feasibility of rejecting customers, the character of nightclubs’ brands, and to their inability to differentiate their brands through any other brand personality influencer besides user imagery. In this dissertation, I also discuss the ethical ramifications of user imagery optimization through customer rejection. In one study, the role of conspicuous usage imagery on socially desirable consumer behavior is investigated. It is concluded that conspicuousness increases consumers' propensity to choose environmentally friendly products, and that this tendency is especially pronounced for individuals that are high in attention to social comparison information. The conclusion is that consumers use green products to self-enhance for the purpose of fitting in with the group rather than to stand out from it.

Place, publisher, year, edition, pages
Förlag Göteborgs Universitet, 2015. p. 120
Keywords
brands, self-image congruity, brand personality, user imagery, fashion, nightclubs, green consumer behavior, self-monitoring ability, attention to social comparison information, ATSCI
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-54563 (URN)978-91-7246-341-7 (ISBN)
Available from: 2021-09-07 Created: 2021-09-07 Last updated: 2021-09-07Bibliographically approved

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