Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for environmentally‐friendly products

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed.     

Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study

This research extends previous literature on environmentally motivated consumption reduction (EMCR) with a cross-cultural investigation across 28 European countries. The paper elucidates how European consumers' knowledge and perceived seriousness of climate change inhibit the activation of counter-arguments, with implications for EMCR. More specifically, counter-arguing is a critical barrier to reduce EMCR. The developed model is based on the novel premise that the contingency variables, which qualify the impeding role of this barrier, are anchored at different levels. To account for individual and societal aspects simultaneously, multi-level analysis combines large-scale data from a Eurobarometer (n = 16,095) with secondary data at the societal level (n = 28). The results confirm that counter-arguments as barriers for EMCR and their attenuation through knowledge and perceived seriousness substantially varies across societies. Our results reveal that the collectivism/individualism dimension is most relevant in qualifying the impact of counter-arguments on EMCR. Building on our findings, impact-level-maps of counter-arguments and country clusters aid international marketers of environmentally friendly products to flexibly tailor their marketing campaigns. For policy-makers, our results further highlight that rather than raising knowledge with educative campaigns, perceptions of seriousness should be targeted to foster EMCR and inhibit counter-arguing.     

UK and German defence industry change: Some perspectives on strategic marketing

Over the past decade, the European defence industry has had to respond to increasing pressures of reduced defence spending, exacerbated more recently by removal of the immediate military threat from the former Soviet Union. Under the “Options for Change “, the UK has abandoned certain weapons programmes, while Germany has had the additional economic and social problems brought on by re‐unification. The industry's options comprise conversion, diversification or specialization, thus continuing to face structure change and competition from defence imports and “off‐the‐shelf” systems and equipment. Given the high exit barriers and past “cushioning” of the industry by governments, the presence of skills and know‐how to compete effectively is questionable. The case for strategic marketing approach for those suppliers remaining is clear; as buyer (monopsonistic) power strengthens, the threat of new entrants increases and the associated competitive rivalry intensifies. However, the ingrained “defence culture “ in many supplier organizations may be an impediment to change.     

Illustrating the Power of fsQCA in Explaining Paradoxical Consumer Environmental Orientations

Prior research on proenvironmental and prosocial behavior focuses primarily on explaining consistent rather than paradoxical tendencies. Even though this field receives wide attention from different scientific disciplines, findings for many causal factors of such proenvironmental orientation are contradictory. Nevertheless, knowing who those individuals are who think and behave in a pro‐/antienvironmental way or show a paradoxical behavior in this regard becomes useful for many different parties in human societies including public policy makers, governmental and nongovernmental environmental protection organizations, and for‐profit firms. Therefore, this study identifies those individuals who show neither consistent proenvironmental nor consistent antienvironmental tendencies as the “walkers‐only” and “talkers‐only” (i.e., for short, “walkers” and “talkers”). The former are defined as persons who put much effort into the recycling of waste materials but do not support pollution standards, whereas the latter term describes individuals who have a strong opinion with regard to the support of pollution standards yet do not engage in recycling efforts. The present study reports evidence of the existence of walkers and talkers. Further, this research is the first study to employ “fuzzy‐set qualitative comparative analysis” to identify the complex antecedent conditions for some individuals’ paradoxical belief–behaviors in the field of socially and environmentally directed behaviors and orientations. The findings yield valuable insights both into the applicability and benefits of configural analysis and for public policy makers and managers in waste management and recycling industries.     

Electricity awareness and consumer demand for information

With the envisioned growth in the residential electricity demand and increased share of intermittent renewables in the supply mix, consumers will need to be better informed about their electricity consumption and to play an active role in managing their electricity use. However, consumer inattention and lack of information are ubiquitous, especially in household energy‐related settings. Thus, using a novel survey and actual monthly electricity consumption data, this study set out to measure the level of awareness about electricity bills, prices and costs among some Finnish households—as captured by the answers to six questions—and to investigate whether higher levels of “electricity awareness” are associated with electricity savings. In addition, this study analyses the willingness to receive extra information about energy consumption and savings and how it differs between “electricity aware” and “electricity unaware” respondents. The results indicate low levels of “electricity awareness” among the respondents of the survey. Compared to the respondents with little knowledge about electricity bills, prices and costs, the respondents with higher levels of “electricity awareness” tend to consume less electricity. Higher levels of awareness about electricity use and consumption might “materialize” inconspicuous consumption patterns, as opposed to more general facts about the largely invisible environmental consequences of everyday practices. More than two‐thirds of the total number of respondents would like to receive additional information about energy consumption and how to save energy. However, there exists a significant portion of “electricity unaware” respondents who are not only unwilling to receive such information, but are also unaware of their own knowledge deficits. To maximize the impact of any information strategy, decision makers should attempt to engage with this type of consumer; by becoming more aware of their knowledge deficits, people might become more receptive to information that can benefit them.     

Internal and external barriers to eco‐conscious apparel acquisition

Apparel consumption is a contributing cause of environmental change, and environmental integrity requires the encouragement of eco‐conscious apparel acquisition. Unfortunately, among consumers, there is limited engagement in this behaviour. Therefore, the purpose of this study was to expand the knowledge base of eco‐conscious apparel consumption and question the limited participation by identifying barriers that constrain consumers. This study used a qualitative approach to collect and analyse data from 26 eco‐conscious consumers. Data collection for the study occurred through semi‐structured interviews. Results indicate that consumers find it difficult to engage in eco‐conscious apparel acquisition on a consistent basis because a number of barriers stand in the way. These barriers include knowledge and attitudes about environmentally preferable apparel, availability of environmentally preferable apparel, economic resources, retail environments and societal norms. Consequently, the implication is that strategies intending to encourage eco‐conscious apparel acquisition should include a focus on diminishing these barriers.     

How emotional,politically civil and local aspects affect young adults’ sustainable consumption in transition economies

Sustainable consumption manifolds and mobilizes one’s conscious choice to express a politically implied stance on environmental/cultural/social issues, to address social and/or ecological injustices, to reproduce or restore order and justice, as well as to fulfill responsibilities of a citizen consumer. Based on this premise, this paper attempts to explore what sustainable consumption means to young adults in Hong Kong. Findings from three focus groups and six follow-up interviews reveal that Hong Kong young adults’ sustainable consumption embeds their political ideals to construct collective civil power to fight against the structural inequalities, market hegemonies, imperial dominance and social/ecological injustice locally. The findings point to the need to further define and refine the unspecified concept of “reflexivity” in existing literature. The paper also unveils how the concept of “sustainable consumption” has evolved from the “individual,” “global,” “rational,” “remotely moral” and “ideological” to the “communal,” “local,” “emotional,” “politically civil” and “actional.”     

Carbon,Trade Policy and Carbon Free Trade Areas

This paper discusses both the potential contribution that trade policy initiatives can make towards the achievement of significant global carbon emissions reduction and the potential impacts of proposals now circulating for carbon reduction motivated geographical trade arrangements, including carbon‐free trade areas. We first suggest that trade policy is likely to be a relatively minor consideration in climate change containment. The dominant influence on carbon emissions globally for the next several decades will be growth more than trade and its composition, and in turn, the size of trade seemingly matters more than its composition given differences in emission intensity between tradables and non‐tradables. We then note that differences in emissions intensity across countries are larger than across products or sectors and so issues of country discrimination in trade policy (and violations of MFN) arise. We next discuss both unilateral and regional carbon motivated trade policy arrangements, including three potential variants of carbon emission reduction based free trade area arrangements. One is regional trade agreements with varying types of trade preferences towards low carbon‐intensive products, low carbon new technologies and inputs to low carbon processes. A second is the use of joint border measures against third parties to counteract anti‐competitive effects from groups of countries taking on deeper emission reduction commitments. A third is third‐country trade barriers along with free trade or other regional trade agreements as penalty mechanisms to pressure other countries to join emission‐reducing environmental agreements. We differentiate among the objectives, forms and possible impacts of each variant. We also speculate as to how the world trading system may evolve in the next few decades as trade policy potentially becomes increasingly dominated by environmental concerns. We suggest that the future evolution of the trading system will likely be with environmentally motivated arrangements acting as an overlay on prevailing trade and financial arrangements in the WTO and IMF, and eventually movement to linked global trade and environmental policy bargaining.     

Is the urban Indian consumer ready for clothing with eco‐labels?

India has witnessed rapid strides of development at sustained growth rates of more than 8% and has seen a huge spurt in consumption. Consequently, it has been estimated that the increased consumption may result in the country becoming one of the leading offenders relating to environmental pollution. The textiles industry in India is traditionally one of the worst offenders of pollution, with its small units following outdated technology processes. One opportunity to reduce the environmental impact of clothing industry in India is to concentrate textile production within environmentally certified or eco‐labelled clothing. In the absence of existing research, this study investigates whether the urban Indian population would be interested in clothing with eco‐labels. The results suggest the existence of a segment of consumers who are positively motivated towards eco‐labelled garments. This segment profile is described in terms of demographic and psychographic variables. Managerial implications and future directions are suggested.     

Scared Stiff? The Effectiveness of Threat Appeals in Counseling Services Advertising to High‐Anxiety Students

This exploratory study proposes and tests a theoretical model that analyzes threat appeals in regard to their effectiveness for high‐anxiety students, one of the major target groups for counseling services. In particular, affective and cognitive responses to a threat appeal advertisement and their effects on attitude toward the advertisement and behavior are examined. The results suggest that a strong threat appeal is not effective for counseling services but that positive emotions toward the advertisement and cognitive involvement have a positive impact on advertising outcomes. The study contributes further to knowledge of threat appeal effectiveness, targeting “anxious” audiences.     

The Manufacturing Sector’s Environmental Motives: A Game-theoretic Analysis

What motivates manufacturing companies to make costly investments in producing in an environmentally clean manner? The traditional argument is that such behaviour is value reducing, and that therefore, firms must be forced by regulation to invest in “green” production processes. A counter-argument is that firms have an incentive to make environmental investments in an attempt to attract “green” consumers and investors, hence gaining competitive advantage over their rivals. In this paper, we employ a game-theoretic approach that demonstrates that competing firms’ incentives to make voluntary investments in environmental “clean-up” are affected by the size of the investment costs and the extent of consumer and investor “green” awareness. We argue that an increase in green behaviour can be induced by a combination of governmental subsidies for firms that invest in environmentally clean production processes, together with an education program that promotes “green” awareness amongst consumers, investors and the managers themselves.     

Linking Environmental and Financial Performance for Privately Owned Firms: Some Evidence from Australia

The debate over whether the “green” strategy pays off has been centered overwhelmingly within large public firms. It remains unclear whether “being green” matters to smaller firms such as privately owned or family controlled firms, which are equally heavy polluters but subject to much less public scrutiny. Using a sample of 138 private companies registered in the Australian National Greenhouse and Energy Reporting database over the 2009–2013 period, this study finds that embracing environmental/carbon responsibility has helped these companies gain higher financial returns. However, reducing carbon emissions has not paid off for environmentally sensitive firms, although lowering energy consumption is evidenced to be value creation.     

Organic and local food consumer behaviour: Alphabet Theory

Semi‐structured interviews are conducted to understand why consumers buy organic and/or local foods. The interview findings are consistent with existing theoretical frameworks for explaining environmentally significant behaviour: Value‐Belief‐Norm (VBN) theory and Attitude‐Behaviour‐Context (ABC) theory. Findings show that organic food shoppers in particular are motivated by values, beliefs and the creation of norms. However, the interviews indicate that knowledge (K), information seeking (IS) and habit (H) are also important in understanding why consumers choose organic and local foods. Incorporating demographics (D) as well, the resulting VBN‐ABC‐D‐K‐IS‐H or ‘Alphabet Theory’ is presented as a new framework to explain organic and local food purchase behaviour.     

Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study

Although there are some instances of prior research on the relationship between attitude and purchase intention for environmentally sustainable products, literature is scant about mediating role of attitude on the relationship between environmental knowledge and purchase intention for environmentally sustainable products. Following the theory of planned behaviour, this study develops and tests a conceptual framework, which provides several insights. First, the attitude towards environmentally sustainable products mediates the relationship between environmental knowledge and purchase intention. Next, this mediated relationship is moderated by the environmental knowledge. Third, the subjective norm is not significantly related to the purchase intention - contrary to established findings - in a collectivistic culture considered in this study. And last but not the least, the direction of subjective norm as a moderator on relationship between environmental knowledge and attitude is not supported. The findings of this study offer some important guidance for marketing theory, retailing practices for environmentally sustainable products and public policy.     

The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers

Environmental problems, especially in the case of water and air pollution, are the harmful result of the overconsumption of fossil fuels as well as various forms of industrial sewage water discharge. Recently, growing environmentally friendly purchasing behaviour of consumers has become regarded as an effective method for alleviating such environmental problems. Due to concerns regarding the natural environment, consumers have increasingly begun to exhibit favourable attitudes towards environmentally friendly products, and as a result, are more likely to purchase “green” products. However, green purchasing behaviour of consumers varies across different nations and cultures. This study aims to reveal how Chinese cultural values (specifically, the Doctrine of the Mean) influence green purchasing intention of Chinese consumers. As the lifestyles of consumers will be deeply affected by their cultural values, this study examines the mediating effects of the four dimensions of Chinese lifestyle have on consumers. At the same time, environmental knowledge is considered as a moderating variable in order to investigate the relationship between the Doctrine of the Mean and green purchasing intention. The study’s data were collected from Chinese consumers. Empirical results reveal that such Chinese cultural values are positively associated with green purchasing intention, and that three dimensions of consumer lifestyle (namely leadership, cost consciousness and development consciousness), are all found to play mediating roles in the relationship between the Doctrine of the Mean and green purchasing intention in Chinese consumers. The moderating effects of environmental knowledge are exhibited in the influence of leadership as well as development consciousness on green purchasing intention. The study’s findings have theoretical implications for understanding green purchasing intention as well as behaviour of Chinese consumers further. The study’s findings also present practical implications for how to promote green purchasing intention in Chinese consumers better.     

Environmentally Sustainable Meat Consumption: An Analysis of the Norwegian Public Debate

Private consumption is increasingly being blamed for resource depletion and environmental degradation, and the discourse of ascribing environmental responsibility to the individual consumer has become a part of mainstream policy-making. Measures aimed at promoting consumers' voluntary engagement through sustainable consumption now constitute an important part of public sustainability strategies. Nevertheless, the actual progress made in changing people's consumptions patterns in a more sustainable direction has been modest. Based on a quantitative and a qualitative content analysis of articles on environmentally sustainable consumption of meat published in five national and regional newspapers in Norway between 2000 and 2010, it is argued in this article that an important reason for the lack of both political and consumer engagement in the issue can be attributed to a discursive confusion that arises from a simultaneous existence of mainly two clashing discourses on what is actually environmentally sustainable consumption of meat. One that is focussing on the environmentally malign aspects of consumption and production of (especially) red meat, and another that is focussing on the environmentally benign aspects of production and consumption of red meat. The findings imply that the lack of consensus on the character of the problem constitutes a major barrier for the opportunity to change people's consumption patterns in a more environmentally sustainable direction through the use of voluntary measures.     

The Epistemic Consumption Object and Postsocial Consumption: Expanding Consumer‐Object Theory in Consumer Research

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers become attached to the object in intimate and quasi‐social ways. Therefore, the concept of the epistemic consumption object brings the “object” directly into theorizations of consumer‐object relations, extending current theories of relationship, product involvement, and consumption communities. We draw from research with individual online investors to illustrate the theory of the epistemic consumption object.     

Does country matter in urban organic food products consumption?

The main goal of this paper is to evaluate the possibility of finding international consumer segments in the organic food product (OFP) market. For that purpose, the power of country of residence in discriminating between urban frequent, occasional and non‐consumers of OFP was evaluated; and the most appropriate international segmentation bases for that market were studied. In order to achieve this goal, a survey of organic food consumers from Lisbon (Portuguese) and Berlin (German) was implemented through a structured questionnaire. Upon this, factorial and discriminant analysis was applied to the data. The results highlight the significance of the “Country” variable when distinguishing between groups of urban OFP consumers and non‐consumers as well as between frequent and occasional urban OFP consumers. The different levels of OFP consumption are mostly explained by the level of declared “OFP knowledge”. Therefore, we can conclude that in order to increase the consumption of OFP and dilute the effect of the country variable and to be able to work with international segments, marketers should aim to increase awareness and knowledge on these products. It is important to mention that this study was based on a non‐probabilistic sample and, consequently, generalizations of its conclusions must be made with care.     

Market Cultures,the Middle Classes and Islam: Consuming the Market?

In discussions of Islam and consumer practices, there is a tendency to focus exclusively on the “clash of cultures”, particularly that between Islam and the “west”. In Islamic societies, consumer culture is often portrayed as a threat, harmful to religion as it privileges hedonism, pleasure, individualism and an expressive lifestyle. To counter the influences of the market and “deislamisation”, Islamic fundamentalists and revivalists have posited Islam as an innoculative pill against decadent western values. Such analyses, however, do not add very much to our knowledge of contemporary modernist Islamic societies undergoing rapid social and economic transformation. In examining the case of Malaysia, the paper seeks to shed some light on how the various interpretations of Islam impacts on modern Malaysian Muslims.

The paper starts with an examination of the central concept of Islam as a discursive tradition and its continuing legacy in the Malaysian social and political formation. The paper next examines the role of the state and how its ability to affect a national vision of high‐modernist development and growing affluence has created a new Malay middle class. Increasing wealth and a growing middle class have seen an intensification of new consumption patterns and practices. At the same time, there is a growing Islamisation, and culturally and politically the urban Malay middle classes are split as they are both sympathetic to the Islamic revivalist tradition and are active consumers of middle‐class lifestyle. These contradictions played themselves out in the public sphere and percolate down into everyday life and practice, affecting power structures and discourses. Classes, identities, entrepreneurship, the nature of capitalism, civil society and dissent are consequently all affected. The paper therefore argues that the differing interpretations in Islam enable different understandings of consumption and identity formation and that such analysis can engender richer and greater analytical insights in the context of Islamisation, modernity and consumption.     

Retail therapy: A strategic effort to improve mood

“Retail therapy” is often applied to the notion of trying to cheer oneself up through the purchase of self‐treats. The negative moods that lead to retail therapy, however, have also been associated with greater impulsivity and a lack of behavioral control. Does this lead to mindless shopping when consumers are “down” and regret later? The current work documents that a bad mood does lead to greater purchase and consumption of unplanned treats for the self. However, it also provides evidence that the consumption of self‐treats can be strategically motivated. Those individuals who do indulge can also exercise restraint if the goal of restraint also leads to improved mood. Finally, retail therapy has lasting positive impacts on mood. Feelings of regret and guilt are not associated with the unplanned purchases made to repair a bad mood. The implications of the research are discussed. © 2011 Wiley Periodicals, Inc.