Product characteristics, values and purchasing intentions of personal care products
Our presentation will focus on the influence of product characteristics and values on green consumerism. Although generally a majority of consumers support the idea of purchasing green products, we argue, based on social dilemma theory, that proself product characteristics and egoistic and biospheric values influence the importance of such ‘green’ product characteristics on purchasing intentions. In two within-subjects full-factorial experimental studies (N = 100 and N = 107), we found that purchase intentions of products were only steered by green characteristics if prices were low and the brand was familiar. Green product characteristics did not influence purchase intentions at all when these proself product characteristics were not fulfilled (i.e., high prices and unfamiliar brands). The importance of proself and green product characteristics on purchasing intentions was also strengthened depending on egoistic and biospheric values. That is, green product characteristics were more influential on purchasing intentions for someone with strong rather than weak biospheric values; and, weak rather than strong egoistic values; and vice versa for proself product characteristics. Implications for marketing strategies will be discussed.
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10th Biennial Conference on Environmental Psychology, 2013