Green behavior among Gen Z consumers in an emerging market: eco-friendly versus non-eco-friendly products

IF 3.5 Q2 BUSINESS

Young Consumers Pub Date : 2023-02-09 DOI:10.1108/yc-06-2022-1533

Soo Yeong Ewe, Fandy Tjiptono

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引用次数: 3

Abstract

Purpose This study aims to investigate the influence of brand familiarity, consumer green consciousness (GC) and chronic regulatory focus on consumer attitudes, buying intentions and willingness to pay more for eco-friendly products in a comparison between eco-friendly and non-eco-friendly products among Generation Z consumers. Design/methodology/approach An experiment with a between-subjects design was conducted with 151 Malaysian Generation Z consumers. Findings When consumers are more familiar with an eco-friendly brand than a non-eco-friendly brand, their attitude toward, buying intention and willingness to pay more for eco-friendly products are significantly higher than for non-eco-friendly products. In contrast, such effects are not significant when consumers are more familiar with a non-eco-friendly brand than an eco-friendly brand. Hence, young consumers are more inclined to favor a familiar eco-friendly brand than a familiar non-eco-friendly one. Consumers with higher GC are willing to pay more than consumers with lower GC for products of a familiar eco-friendly brand. When consumers are less familiar with an eco-friendly brand, those with a higher chronic promotion focus (CPF) will have a more favorable attitude toward, and a higher intention to buy, eco-friendly products than those with a lower CPF. Practical implications Awareness of how these factors influence consumer purchase behavior can help retailers and marketers design and communicate specific messages to highlight their brand and product eco-friendliness in their marketing strategies. Doing so may increase familiarity with their brand and the demand for and purchase of their brand’s eco-friendly products. Originality/value This research explores the influence of an integrated model of brand familiarity, GC and CPF on consumer purchase behavior in the comparison between eco-friendly and non-eco-friendly products. This has not been clearly examined in previous research.

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新兴市场中Z世代消费者的环保行为:环保与非环保产品

本研究旨在探讨品牌熟悉度、消费者绿色意识(GC)和长期监管重点对Z世代消费者对环保产品的态度、购买意愿和支付意愿的影响，并对环保和非环保产品进行比较。设计/方法/方法对151名马来西亚Z世代消费者进行了受试者间设计的实验。当消费者对环保品牌的熟悉程度高于非环保品牌时，他们对环保产品的态度、购买意愿和支付意愿明显高于非环保产品。相反，当消费者对非环保品牌的熟悉程度超过对环保品牌的熟悉程度时，这种影响并不显著。因此，年轻消费者更倾向于选择熟悉的环保品牌，而不是熟悉的非环保品牌。与低GC的消费者相比，高GC的消费者愿意为熟悉的环保品牌的产品支付更多的费用。当消费者对环保品牌的熟悉程度较低时，CPF较高的消费者对环保产品的态度和购买意愿比CPF较低的消费者更有利。意识到这些因素如何影响消费者的购买行为可以帮助零售商和营销人员设计和传达特定的信息，以突出他们的品牌和产品的环保在他们的营销策略。这样做可能会增加对他们品牌的熟悉程度，以及对他们品牌环保产品的需求和购买。原创性/价值本研究在比较环保与非环保产品时，探讨品牌熟悉度、GC与CPF的整合模型对消费者购买行为的影响。这在以前的研究中还没有得到明确的检验。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Young Consumers BUSINESS-

CiteScore

5.90

自引率

6.70%

发文量