绿色服务消费：Z世代消费者视角

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2023-05-19 DOI:10.1080/15332969.2023.2213547

Birgit Leisen Pollack

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引用次数: 0

摘要

摘要本研究评估了认知因素和情绪对服务绿色度与Z世代购买意愿之间联系的调节中介作用。使用来自多个研究和服务场景的612个观察结果的数据，研究结果证实，情绪在服务绿色性和购买意愿之间起着中介作用。此外，具有更环保消费价值观的Z世代消费者表现出与服务绿色性更强的情感联系。令人惊讶的是，研究结果显示，对于功能性更强的服务，情感联系更强，而性别没有调节作用。这些发现有助于服务理论，并帮助管理者更有效地接触Z世代。图形摘要

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Green Inspired Service Consumption: The Gen Z Consumer’s Perspective

Abstract This study assesses moderated mediation effects of both cognitive factors and emotions influencing the linkage between service greenness and Gen Z’s purchase intentions. Using data from 612 observations pooled across multiple studies and service scenarios, the findings affirm that emotions mediate the relationship between service greenness and purchase intent. Additionally, Gen Z consumers with greener consumption values show a stronger emotional connection to service greenness. Surprisingly, the findings show a stronger emotional connection for a more functional service and gender had no moderating effect. The findings contribute to service theory and assist managers with reaching Gen Z more effectively. GRAPHICAL ABSTRACT

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.