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How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions

Research output: Journal contributions › Journal articles › Research › peer-review

Standard

How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions. / Hahnel, Ulf J.J.; Gölz, Sebastian; Spada, Hans.
In: Journal of Consumer Behaviour, Vol. 13, No. 5, 01.09.2014, p. 317-327.

Research output: Journal contributions › Journal articles › Research › peer-review

Harvard

Hahnel, UJJ, Gölz, S & Spada, H 2014, 'How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions', Journal of Consumer Behaviour, vol. 13, no. 5, pp. 317-327. https://doi.org/10.1002/cb.1471

APA

Hahnel, U. J. J., Gölz, S., & Spada, H. (2014). How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions. Journal of Consumer Behaviour, 13(5), 317-327. https://doi.org/10.1002/cb.1471

Vancouver

Hahnel UJJ, Gölz S, Spada H. How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions. Journal of Consumer Behaviour. 2014 Sept 1;13(5):317-327. doi: 10.1002/cb.1471

Bibtex

@article{a675ae24e59a41cdbdc5fe1867e4d62c,
title = "How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions",
abstract = "Nowadays, environment-friendly products are widely accepted by society. However, market share of sustainable technologies demanding higher investments or behavioral changes is rather small, indicating that consumers seem to generally approve of sustainable products, but rarely perceive them as being compatible with their needs. The present research introduces a model emphasizing the importance of consumers perceiving the product as being suitable to match their motives relevant to the product domain. In investigating a sample of 531 car drivers, the hypothesized model was tested in the realm of a highly relevant sustainable product: electric vehicles (EVs). Findings based on structural equation modeling showed that participants' perceived matching with EV attributes was related to their domain-specific motives (hedonic, freedom, ecological, and financial motives) and a global preference towards the product. Specific to sustainable products, ecological motives strongly influenced participants' matching processes by positively affecting perceived matching with all product attributes. Participants' purchase intentions, in turn, were strongly affected by their perceived matching of the product with their motives. The added value of the model with respect to self-image theories and implications for sustainable product marketing are examined through discussion.",
keywords = "Consumer motives, Electric vehicles, Perceived matching, Pro-environmental motives, Purchase decisions, Sustainable consumption, Sustainability sciences, Management & Economics",
author = "Hahnel, {Ulf J.J.} and Sebastian G{\"o}lz and Hans Spada",
note = "Publisher Copyright: {\textcopyright} 2014 John Wiley & Sons, Ltd.",
year = "2014",
month = sep,
day = "1",
doi = "10.1002/cb.1471",
language = "English",
volume = "13",
pages = "317--327",
journal = "Journal of Consumer Behaviour",
issn = "1472-0817",
publisher = "Wiley-Blackwell Publishing, Inc.",
number = "5",

}

RIS

TY - JOUR

T1 - How does green suit me? Consumers mentally match perceived product attributes with their domain-specific motives when making green purchase decisions

AU - Hahnel, Ulf J.J.

AU - Gölz, Sebastian

AU - Spada, Hans

N1 - Publisher Copyright: © 2014 John Wiley & Sons, Ltd.

PY - 2014/9/1

Y1 - 2014/9/1

N2 - Nowadays, environment-friendly products are widely accepted by society. However, market share of sustainable technologies demanding higher investments or behavioral changes is rather small, indicating that consumers seem to generally approve of sustainable products, but rarely perceive them as being compatible with their needs. The present research introduces a model emphasizing the importance of consumers perceiving the product as being suitable to match their motives relevant to the product domain. In investigating a sample of 531 car drivers, the hypothesized model was tested in the realm of a highly relevant sustainable product: electric vehicles (EVs). Findings based on structural equation modeling showed that participants' perceived matching with EV attributes was related to their domain-specific motives (hedonic, freedom, ecological, and financial motives) and a global preference towards the product. Specific to sustainable products, ecological motives strongly influenced participants' matching processes by positively affecting perceived matching with all product attributes. Participants' purchase intentions, in turn, were strongly affected by their perceived matching of the product with their motives. The added value of the model with respect to self-image theories and implications for sustainable product marketing are examined through discussion.

AB - Nowadays, environment-friendly products are widely accepted by society. However, market share of sustainable technologies demanding higher investments or behavioral changes is rather small, indicating that consumers seem to generally approve of sustainable products, but rarely perceive them as being compatible with their needs. The present research introduces a model emphasizing the importance of consumers perceiving the product as being suitable to match their motives relevant to the product domain. In investigating a sample of 531 car drivers, the hypothesized model was tested in the realm of a highly relevant sustainable product: electric vehicles (EVs). Findings based on structural equation modeling showed that participants' perceived matching with EV attributes was related to their domain-specific motives (hedonic, freedom, ecological, and financial motives) and a global preference towards the product. Specific to sustainable products, ecological motives strongly influenced participants' matching processes by positively affecting perceived matching with all product attributes. Participants' purchase intentions, in turn, were strongly affected by their perceived matching of the product with their motives. The added value of the model with respect to self-image theories and implications for sustainable product marketing are examined through discussion.

KW - Consumer motives

KW - Electric vehicles

KW - Perceived matching

KW - Pro-environmental motives

KW - Purchase decisions

KW - Sustainable consumption

KW - Sustainability sciences, Management & Economics

UR - http://www.scopus.com/inward/record.url?scp=84908283109&partnerID=8YFLogxK

U2 - 10.1002/cb.1471

DO - 10.1002/cb.1471

M3 - Journal articles

AN - SCOPUS:84908283109

VL - 13

SP - 317

EP - 327

JO - Journal of Consumer Behaviour

JF - Journal of Consumer Behaviour

SN - 1472-0817

IS - 5

ER -

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