Affiliation:
1. Department of Business Administration, College of Management, National Dong Hwa University
2. Department of Marketing and Hospitality Services Administration, College of Business Administration, Central Michigan University
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.
Subject
Marketing,Business and International Management
Cited by
303 articles.
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