TITLE

Double Standard: The Role of Environmental Consciousness in Green Product Usage

AUTHOR(S)
Ying-Ching Lin; Chang, Chiu-Chi Angela
PUB. DATE
September 2012
SOURCE
Journal of Marketing;Sep2012, Vol. 76 Issue 5, p125
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The results from three studies suggest that consumers' perceptions of product effectiveness are critical in determining the amount of a product they choose to use in a given instance. In general, consumers consider green, or environmentally friendly, products to be less effective than regular products; therefore, consumers increase the amount of the green product they use to make up for the perceived inferiority. Notably, this pattern of green versus regular product usage is more pronounced among consumers who are environmentally conscious. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.
ACCESSION #
79787833

 

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