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What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles

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

Standard

What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles. / Hahnel, Ulf J.J.; Ortmann, Céline; Korcaj, Liridon et al.
In: Journal of Environmental Psychology, Vol. 40, 19.08.2014, p. 306-319.

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

Harvard

Hahnel, UJJ, Ortmann, C, Korcaj, L & Spada, H 2014, 'What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles', Journal of Environmental Psychology, vol. 40, pp. 306-319. https://doi.org/10.1016/j.jenvp.2014.08.002

APA

Hahnel, U. J. J., Ortmann, C., Korcaj, L., & Spada, H. (2014). What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles. Journal of Environmental Psychology, 40, 306-319. https://doi.org/10.1016/j.jenvp.2014.08.002

Vancouver

Hahnel UJJ, Ortmann C, Korcaj L, Spada H. What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles. Journal of Environmental Psychology. 2014 Aug 19;40:306-319. doi: 10.1016/j.jenvp.2014.08.002

Bibtex

@article{bb47a36ab8c64e9f837c4829f7c2cb59,
title = "What is green worth to you? Activating environmental values lowers price sensitivity towards electric vehicles",
abstract = "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.",
keywords = "Electric vehicles, Environmental values, Information processing, Price sensitivity, Sustainable consumer behavior, Value activation, Sustainability sciences, Management & Economics",
author = "Hahnel, {Ulf J.J.} and C{\'e}line Ortmann and Liridon Korcaj and Hans Spada",
note = "Publisher Copyright: {\textcopyright} 2014 Elsevier Ltd.",
year = "2014",
month = aug,
day = "19",
doi = "10.1016/j.jenvp.2014.08.002",
language = "English",
volume = "40",
pages = "306--319",
journal = "Journal of Environmental Psychology",
issn = "0272-4944",
publisher = "Academic Press Inc.",

}

RIS

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 -

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