Is bigger better? How the scale effect influences green purchase intention: The case of washing machine |
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| Institution: | 1. School of Management, Zhejiang University of Technology, 18 Chaowang Rd, Gongshu District, Hangzhou, Zhejiang, 310014, China;2. Desautels Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, Quebec, H3A 1G5, Canada;1. Brandon University, Brandon, Manitoba, R7A6A9, Canada;2. Department of Marketing, School of Business, University of Queensland, St Lucia, QLD, 4067, Australia;1. College of Information and Electrical Engineering, China Agricultural University, Beijing, China;2. Key Laboratory of Agricultural Informationization Standardization, Ministry of Agriculture and Rural Affairs, Beijing, China;1. Soonchunhyang University, Global Business School, U901, Soonchunhyang-ro 22, Sinchang-myeon, Asan-si, Chungchungnam-do, 31538, Republic of Korea;2. KT Economics and Management Research Institute, KT Gwanghwamun Bldg., 33, Jong-ro 3-gil, Jongno-gu, Seoul, 03155, Republic of Korea;3. Seoul Women''s University, Department of Data Science, 621 Hwarang-ro, Nowon-gu, Seoul, 01797, Republic of Korea;1. Institute of Public Enterprise, Hyderabad, Telangana, India;2. Emlyon Business School, Écully, France;3. Montpellier Business School, France;4. Montpellier Business School, France;1. Taylor''s Business School, Taylor''s University, No. 1, Jalan Taylor''s, 47500, Subang Jaya, Selangor Darul Ehsan, Malaysia;2. Nottingham University Business School, University of Nottingham Ningbo China, 199, Taikang East Road, Ningbo, 315100, China |
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| Abstract: | To stimulate purchase of green products, retailers and marketers need to know how to effectively present benefits of green products, specifically by numerical information. Accordingly, the current study provides useful insights on how to use numerical scale to influence consumer perceptions and green purchase intention. Data from a survey of 302 consumers show that green benefits expressed with an expanded scale (versus a contracted scale) increase perceived value of green products, producing in turn an increase in green purchase intention. Furthermore, low skepticism consumers perceive more value from benefits expressed in an expanded scale, but high skepticism consumers are less likely to be influenced by framing of the numerical scale due to heightened involvement. Significant moderation of consumer skepticism reveals its tempering effect on numerosity heuristic thinking in favor of the central processing route. These findings advance knowledge in the fields of numerosity heuristic, consumer decision and green consumption and provide managerial implications for retailers to formulate effective market segmentation strategies and enhance persuasiveness of numerical information to promote green purchase behavior. |
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| Keywords: | Numerical scales Perceived value Consumer skepticism Persuasive communication Sustainable consumption |
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