Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern
- 作者：Patrick Hartmann ; dr.patrick.hartmann@gmail.com ; patrick.hartmann@ehu.es ; Vanessa Apaolaza-Ibá ; ñ ; ez
- 关键词：Environmental marketing ; Environmental consumer behavior ; Psychological brand benefits ; Green electricity adoption
- 刊名：Journal of Business Research
- 出版年：2012
- 期刊代码：31_01482963
- 类别：eco
- 出版时间：September, 2012
- 卷：65
- 期：9
- 页码：1254-1263
- 文件大小：1330 K
摘要
This paper suggests that advertising campaigns directed at increasing consumer demand for green energy should emphasize not only environmental concern and utilitarian benefits, but also psychological brand benefits. The theoretical framework proposes three distinct psychological benefit categories potentially enhancing consumer attitudes toward green energy brands and increasing purchase intentions: warm glow, self-expressive benefits, and nature experiences. A sample of 726 consumers was exposed to experimental advertisements for a fictitious green energy brand. Findings confirm most predicted effects and underline the overall significance of psychological brand benefits. Only self-expressive benefits do neither affect participants' attitudes toward the experimental brand nor their purchase intentions. Nature experience has the strongest influence on brand attitude. Multi-group structural analysis shows that the nature experiences level evoked by the advertisements moderates the effects of the behavioral antecedents studied on brand attitude and purchase intention. The findings provide keys to improving green energy branding and advertising strategy.