Impact of the anti-consumption lifestyle on brand attitudes via green advertising: The moderating effect of message types
-
Author(s)Hee Jung LeeLink to ORCID Index: https://orcid.org/0000-0003-4128-1251
-
DOIhttp://dx.doi.org/10.21511/im.17(2).2021.06
-
Article InfoVolume 17 2021, Issue #2, pp. 58-68
- Cited by
- 1040 Views
-
350 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The purpose of this study is to examine how anti-consumption lifestyles affect the brand attitude through the benefits (utilitarian environmental and warm glow) of green advertising. It has been confirmed that the message types used in the advertising can influence the evaluation of brand attitudes, depending on whether the focus is on promotion or prevention. Respondents were gathered from 265 South Korean consumers. The survey data were regressed and the research hypothesis was verified using the Process Model. As a result, the anti-consumption lifestyle positively affects the brand attitude of green advertising through warm glow (βindirect = .073) and utilitarian environmental benefit (βindirect = .217). These results revealed that the anti-consumption lifestyle can influence brand attitude through warm glow and utilitarian environmental benefit. In particular, when the moderating effect of message types is verified, the warm glow can have a more positive effect on brand attitudes through a promotion-focused message (β = .1559, p = .05), and the utilitarian environmental benefit can have a more positive effect on brand attitudes through a prevention-focused message (β = –.226, p = .024). In conclusion, this study can provide insight into the lifestyle of target customers of eco-friendly advertisements and message types used in advertisements.
Acknowledgment
This work was supported by the Kyonggi University Research Grant 2019.
- Keywords
-
JEL Classification (Paper profile tab)M31, M37, Q54
-
References55
-
Tables1
-
Figures2
-
- Figure 1. Research model
- Figure 2. The results of the analysis of the entire study
-
- Table 1. Mean, standard deviation and correlations
-
- Allen, C. T., Machleit, K. A., & Kleine, S. S. (1992). A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience. Journal of Consumer Research, 18(4), 493-504.
- Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
- Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
- Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23(1), 21-32.
- Barnett, T. P., Adam, J. C., & Lettenmaier, D. P. (2005). Potential impacts of a warming climate on water availability in snow-dominated regions. Nature, 438(7066), 303-309.
- Batson, C. D. (1987). Prosocial motivation: Is it ever truly altruistic? Advances in Experimental Social Psychology, 20, 65-122.
- Berenguer, J. (2007). The effect of empathy in proenvironmental attitudes and behaviors. Environment and Behavior, 39(2), 269-283.
- Black, I. R., & Cherrier, H. (2010). Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, 9(6), 437-453.
- Chang, H., Zhang, L., & Xie, G. X. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising, 34(1), 158-176.
- Chatzidakis, A., & Lee, M. S. (2013). Anti-consumption as the study of reasons against. Journal of Macromarketing, 33(3), 190-203.
- Cherrier, H., Black, I. R., & Lee, M. (2011). Intentional non-consumption for sustainability: Consumer resistance and/or anti-consumption? European Journal of Marketing.
- Cialdini, R. B., Brown, S. L., Luce, C., Sagarin, B. J., & Lewis, B. P. (1997). Does empathy lead to anything more than superficial helping? Comment on Batson et al. (1997). Journal of Personality and Social Psychology, 73(3), 510-516.
- Duclos, R., & Barasch, A. (2014). Prosocial behavior in intergroup relations: How donor self-construal and recipient group-membership shape generosity. Journal of Consumer Research, 41(1), 93-108.
- Ek, K., & Söderholm, P. (2008). Norms and economic motivation in the Swedish green electricity market. Ecological Economics, 68(1-2), 169-182.
- Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192-3198.
- García-de-Frutos, N., Ortega-Egea, J. M., & Martínez-del-Río, J. (2018). Anti-consumption for environmental sustainability: Conceptualization, review, and multilevel research directions. Journal of Business Ethics, 148(2), 411-435.
- Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
- Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392.
- Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263.
- Hartmann, P., Eisend, M., Apaolaza, V., & D’Souza, C. (2017). Warm glow vs. altruistic values: How important is intrinsic emotional reward in proenvironmental behavior? Journal of Environmental Psychology, 52, 43-55.
- Hayes, J. (2018). The theory and practice of change management. Palgrave.
- Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280.
- Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., Ayduk, O. N., & Taylor, A. (2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3-23.
- Isen, A. M. (1970). Success, failure, attention, and reaction to others: The warm glow of success. Journal of Personality and Social Psychology, 15(4), 294.
- Iyer, R., & Muncy, J. A. (2009). Purpose and object of anti-consumption. Journal of Business Research, 62(2), 160-168.
- Kahneman, D., & Knetsch, J. L. (1992). Valuing public goods: the purchase of moral satisfaction. Journal of Environmental Economics and Management, 22(1), 57-70.
- Kropfeld, M. I., Nepomuceno, M. V., & Dantas, D. C. (2018). The ecological impact of anticonsumption lifestyles and environmental concern. Journal of Public Policy & Marketing, 37(2), 245-259.
- Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205.
- Lee, M. S., & Ahn, C. S. Y. (2016). Anti-consumption, materialism, and consumer well-being. Journal of Consumer Affairs, 50(1), 18-47.
- Lee, M., Roux, D., Cherrier, H., & Cova, B. (2011). Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence. European Journal of Marketing, 45(11/12).
- Levin, P. F., & Isen, A. M. (1975). Further studies on the effect of feeling good on helping. Sociometry, 141-147.
- Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133-141.
- MacInnis, D. J., & Park, C. W. (1991). The differential role of characteristics of music on high-and low-involvement consumers’ processing of ads. Journal of Consumer Research, 18(2), 161-173.
- Market, E. A., & Market, E. G. (2012). Global Industry Analysis. Size, Share, Growth, Trends and Forecast, 2018.
- Nepomuceno, M. V., & Laroche, M. (2017). When materialists intend to resist consumption: The moderating role of self-control and long-term orientation. Journal of Business Ethics, 143(3), 467-483.
- Nepomuceno, M. V., Rohani, M., & Grégoire, Y. (2017). Consumer resistance: From anti-consumption to revenge. In Consumer Perception of Product Risks and Benefits (pp. 345-364). Springer, Cham.
- Nunes, P. A., & Schokkaert, E. (2003). Identifying the warm glow effect in contingent valuation. Journal of Environmental Economics and Management, 45(2), 231-245.
- Oral, C., & Thurner, J. Y. (2019). The impact of anti-consumption on consumer well-being. International Journal of Consumer Studies, 43(3), 277-288.
- Peyer, M., Balderjahn, I., Seegebarth, B., & Klemm, A. (2017). The role of sustainability in profiling voluntary simplifiers. Journal of Business Research, 70, 37-43.
- Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503-518.
- Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
- Roberts, J. A. (1996). Green consumers in the 1990s: profile and implications for advertising. Journal of Business Research, 36(3), 217-231.
- Roseman, I. J. (1991). Appraisal determinants of discrete emotions. Cognition & Emotion, 5(3), 161-200.
- Roy, R., & Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11(1), 81-88.
- Schmuck, D., Matthes, J., & Naderer, B. (2018a). Misleading consumers with green advertising? An affect–reason–involvement account of greenwashing effects in environmental advertising. Journal of Advertising, 47(2), 127-145.
- Schmuck, D., Matthes, J., Naderer, B., & Beaufort, M. (2018b). The effects of environmental brand attributes and nature imagery in green advertising. Environmental Communication, 12(3), 414-429.
- Schwartz, S. H., & Howard, J. A. (1984). Internalized values as motivators of altruism. In Development and maintenance of prosocial behavior (pp. 229-255). Springer, Boston, MA.
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
- Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
- Song, S. Y., & Kim, Y. K. (2018). A human-centered approach to green apparel advertising: decision tree predictive modeling of consumer choice. Sustainability, 10(10), 3688.
- Sudbury-Riley, L., & Kohlbacher, F. (2018). Moral avoidance for people and planet: anti-consumption drivers. Management Decision, 56(3), 677-691.
- Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30(3), 305-314.
- Wüstenhagen, R., & Bilharz, M. (2006). Green energy market development in Germany: effective public policy and emerging customer demand. Energy Policy, 34(13), 1681-1696.
- Zhao, G., & Pechmann, C. (2007). The impact of regulatory focus on adolescents’ response to antismoking advertising campaigns. Journal of Marketing Research, 44(4), 671-687.
- Zinkhan, G. M., & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising, 24(2), 1-6.
-
Identification of green marketing strategies: perspective of a developing country
Maria Hayu Agustini 
,
Sentot Suciarto Athanasius ,
Berta Bekti Retnawati
doi: http://dx.doi.org/10.21511/im.15(4).2019.04
Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.
-
The linkage between green banking practices and green loyalty: A customer perspective
Deepthi S. Pawar ,
Jothi Munuswamy
doi: http://dx.doi.org/10.21511/bbs.17(3).2022.17
Banks and Bank Systems Volume 17, 2022 Issue #3 pp. 201-212 Views: 1348 Downloads: 489 TO CITE АНОТАЦІЯThe aim of this study is to explore the bank customers’ perceptions towards green banking practices. This study uses a convenient sampling method. Pre-tested questionnaires were employed to collect data. The data were collected conveniently from 358 bank customers. However, the final sample includes 304 responses after ignoring null responses (n = 304). The Structural equation modeling (SEM) was applied for the analyses. The significant results of the study indicate that green banking practices positively influence green image (p = 0.001) and green trust (p = 0.025), while it does not significantly affect green loyalty (p = 0.642). The mediation analysis reveals that green image mediates the relationship between green banking practices and green loyalty, while green trust does not mediate the relationship between the same. The results have practical implications for banking institutions in India to recognize the importance of environmental initiatives in influencing the decisions of bank customers.
