Social science researcher focus on consumer behavior particular on brand related issues and consumers' reactions on emotional/cognitive stimuli. Supervisors: Michael S. Minor, PhD
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
An eco-friendly brand image positions a brand as being environmentally friendly or sustainable wi... more An eco-friendly brand image positions a brand as being environmentally friendly or sustainable with its products/services. According to Chen (2010), the eco-friendly brand image is defined as “a set of perceptions of a brand in a consumer’s mind that is linked to environmental commitments and environmental concerns”. His study focused on eco-friendly image and eco-friendly equity and found that that eco-friendly brand image lead to eco-friendly brand equity. In the quest for greater brand equity, however, it has become popular for companies to emphasize eco-friendliness because it is trendy, regardless of a firm’s motivation or actual efforts. However, what if consumers suspect a firm has ulterior motives or that its efforts are minor? And even more broadly, how does perceived eco-friendliness relate to general brand image and intentions to purchase a brand?
Purpose – This paper aims to examine the effect of price promotion presentation formats on consum... more Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Design/methodology/approach – Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. Findings – The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to b...
This paper aims to examine the effect of price promotion presentation formats on consumers’ green... more This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that c...
This paper aims to examine the effect of price promotion presentation formats on consumers’ green... more This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
An eco-friendly brand image positions a brand as being environmentally friendly or sustainable wi... more An eco-friendly brand image positions a brand as being environmentally friendly or sustainable with its products/services. According to Chen (2010), the eco-friendly brand image is defined as “a set of perceptions of a brand in a consumer’s mind that is linked to environmental commitments and environmental concerns”. His study focused on eco-friendly image and eco-friendly equity and found that that eco-friendly brand image lead to eco-friendly brand equity. In the quest for greater brand equity, however, it has become popular for companies to emphasize eco-friendliness because it is trendy, regardless of a firm’s motivation or actual efforts. However, what if consumers suspect a firm has ulterior motives or that its efforts are minor? And even more broadly, how does perceived eco-friendliness relate to general brand image and intentions to purchase a brand?
Purpose – This paper aims to examine the effect of price promotion presentation formats on consum... more Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Design/methodology/approach – Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. Findings – The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to b...
This paper aims to examine the effect of price promotion presentation formats on consumers’ green... more This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that c...
This paper aims to examine the effect of price promotion presentation formats on consumers’ green... more This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making.
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