转向可持续产品:时间、产品和客户特征的作用

Agnieszka Karman, Marcin Lipowski
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摘要

实现可持续经济是我们这个时代的主要需求之一,而可持续产品在实现这一目标方面可以发挥决定性作用。本文以一种日常用品为例,寻求时间和产品特征在人们转向可持续产品的意向中所起作用的答案。作者从社会认同理论、效用最大化和转换理论中汲取营养,提出了一个概念模型,以研究在同一家公司对产品进行改装时,特定市场混乱情况下的这些问题。该框架侧重于客户特征(品牌认同、忠诚度、嵌入性)和产品特征(感知价值[PV]、合规性、转换成本)对转换行为的时变影响。研究采用准实验法,分三个阶段进行。第一阶段采用考克斯比例危险回归,第二阶段采用随机效应模型。在一种新的可持续产品推出期间,对 282 名客户的纵向数据进行分析的结果表明,客户特征并不影响转换意向。相反,光伏发电成本和转换成本会抑制转换行为,但其影响随时间而变化。特别是,可持续产品的相对市盈率对转换的影响会随着时间的推移而增加,但客户品牌认同的重要性也会增加。这项研究对于引入同品牌现有产品的可持续等同产品具有重要意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Switching to sustainable products: The role of time, product, and customer characteristics
Achieving a sustainable economy is one of the primary needs of our time, and sustainable products can play a decisive role in achieving this goal. This article seeks answers about the role of time and product characteristics in the intention to switch to a sustainable product using the example of an everyday product. Drawing from social identity theory, utility maximization and switching theory, the authors propose a conceptual model to examine these questions in a specific market disruption when a product is modified by the same company. The framework focuses on the time-varying effects of customers' features (brand identification, loyalty, embeddedness) and products' features (perceived value [PV], compliance, switching cost) on switching behavior. The research was carried out using a quasi-experimental method in three periods. In the first stage, Cox Proportional Hazard Regression was used, and a random-effects model in the second. Results from longitudinal data of 282 customers during the launch of a new sustainable product show that customer characteristics do not influence the intention to switch. In contrast, the PV and switching costs inhibit the switching behavior, but their effects vary over time. In particular, the effect of the relative PV of the sustainable product on switching will increase over time, but the importance of customer–brand identification also rises. The study has important implications for introducing a sustainable equivalent of an incumbent product of the same brand.
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