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Research on the negative effect of product scarcity appeals on the purchase intention of green products and its mechanism

Frontiers in psychology, 2024, Vol.15, p.1225011-1225011 [Peer Reviewed Journal]

Copyright © 2024 Ye, Liu, Lin, Lin, Shi and Huang. ;Copyright © 2024 Ye, Liu, Lin, Lin, Shi and Huang. 2024 Ye, Liu, Lin, Lin, Shi and Huang ;ISSN: 1664-1078 ;EISSN: 1664-1078 ;DOI: 10.3389/fpsyg.2024.1225011 ;PMID: 38655219

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  • Title:
    Research on the negative effect of product scarcity appeals on the purchase intention of green products and its mechanism
  • Author: Ye, Shenghong ; Liu, Guangrui ; Lin, Yanfeng ; Lin, Zhiheng ; Shi, Yijing ; Huang, Zan
  • Subjects: motivation of impression management ; perceived green washing ; perception of deceptive ; product scarcity ; Psychology ; theory of persuasion knowledge
  • Is Part Of: Frontiers in psychology, 2024, Vol.15, p.1225011-1225011
  • Description: Studies have shown that product scarcity appeals affect consumers' perceived scarcity, willingness to pay, and other responses, and that scarcity appeal has the potential to cause consumers to pay higher attention to the product. However, there is a lack of research on the psychological responses of consumers to scarcity appeal from the perspective of perceived green washing. In this paper, three experiments are conducted to demonstrate the impact of product scarcity appeals on consumers' purchase intentions. The research shows that when green products use product scarcity appeals as a strategy, consumers' purchase intentions are affected, but consumers' information processing about the product is the most important determinant. Perceived green washing mediates the negative effect of product scarcity appeals on green product purchase intentions. And impression management motives moderate the negative effect of product scarcity appeals on green product purchase intentions. The findings of the study not only help companies to effectively adopt the right advertising strategies to improve their marketing effectiveness, but also help them to explore the market for green products.
  • Publisher: Switzerland: Frontiers Media S.A
  • Language: English
  • Identifier: ISSN: 1664-1078
    EISSN: 1664-1078
    DOI: 10.3389/fpsyg.2024.1225011
    PMID: 38655219
  • Source: Geneva Foundation Free Medical Journals at publisher websites
    PubMed Central
    Directory of Open Access Journals
    ROAD: Directory of Open Access Scholarly Resources
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