What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles
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In: Journal of Environmental Psychology, Vol. 40, 19.08.2014, p. 306-319.
Research output: Journal contributions › Journal articles › Research › peer-review
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TY - JOUR
T1 - What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles
AU - Hahnel, Ulf J.J.
AU - Ortmann, Céline
AU - Korcaj, Liridon
AU - Spada, Hans
N1 - Publisher Copyright: © 2014 Elsevier Ltd.
PY - 2014/8/19
Y1 - 2014/8/19
N2 - We report two studies, testing the assumption that activating environmental values increases consumers' willingness to pay for electric vehicles (EVs). We hypothesized that sustainable products such as EVs enable consumers to meet their activated values. In Study 1 (. N = 171), activating environmental values resulted in more positive evaluations of EV costs as compared to the control group. Information about the product moderated effects of value activation on price evaluations: Value activation only improved EV cost evaluations when the product was presented as superior to current standards. Findings of Study 2 (. N = 100) indicated that price evaluation effects in Study 1 were based on value activation altering internal thresholds for sustainable product prices. Moreover, value activation resulted in less sensitive reactions to increases in price, that is, in lowered price sensitivity towards EVs.
AB - We report two studies, testing the assumption that activating environmental values increases consumers' willingness to pay for electric vehicles (EVs). We hypothesized that sustainable products such as EVs enable consumers to meet their activated values. In Study 1 (. N = 171), activating environmental values resulted in more positive evaluations of EV costs as compared to the control group. Information about the product moderated effects of value activation on price evaluations: Value activation only improved EV cost evaluations when the product was presented as superior to current standards. Findings of Study 2 (. N = 100) indicated that price evaluation effects in Study 1 were based on value activation altering internal thresholds for sustainable product prices. Moreover, value activation resulted in less sensitive reactions to increases in price, that is, in lowered price sensitivity towards EVs.
KW - Electric vehicles
KW - Environmental values
KW - Information processing
KW - Price sensitivity
KW - Sustainable consumer behavior
KW - Value activation
KW - Sustainability sciences, Management & Economics
UR - http://www.scopus.com/inward/record.url?scp=84907180307&partnerID=8YFLogxK
U2 - 10.1016/j.jenvp.2014.08.002
DO - 10.1016/j.jenvp.2014.08.002
M3 - Journal articles
AN - SCOPUS:84907180307
VL - 40
SP - 306
EP - 319
JO - Journal of Environmental Psychology
JF - Journal of Environmental Psychology
SN - 0272-4944
ER -