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Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior

International journal of environmental research and public health, 2021-02, Vol.18 (4), p.1912 [Peer Reviewed Journal]

2021 by the authors. 2021 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph18041912 ;PMID: 33669464

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  • Title:
    Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior
  • Author: Zou, Jun ; Tang, Yifan ; Qing, Ping ; Li, Han ; Razzaq, Amar
  • Subjects: Consumer Behavior ; Humans ; Intention ; Surveys and Questionnaires
  • Is Part Of: International journal of environmental research and public health, 2021-02, Vol.18 (4), p.1912
  • Description: Environmental issues are still challenging and of global concern. To improve the environmental consumption behavior of consumers, this study investigates whether the match between the promotion mode and product type can improve the conceptual fluency of consumers, so as to increase their purchase intention for green products. The results of three experiments reveal that the interaction between promotion mode and product type has a certain impact on the conceptual fluency of consumers, which can, in turn, promote their purchase intention. This research theoretically contributes to the research on green consumption by introducing promotion mode and revealing the mediation effect of conceptual fluency, it also provides some practical implications for alleviating environmental problems.
  • Publisher: Switzerland: MDPI
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph18041912
    PMID: 33669464
  • Source: GFMER Free Medical Journals
    MEDLINE
    PubMed Central
    ProQuest Central
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