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The Greenconsumption Effect: How Using Green Products Improves Consumption Experience
[The Social Risk Hypothesis of Depressed Mood: Evolutionary, Psychosocial, and Neurobiological Perspectives]

Author

Listed:
  • Ali Tezer
  • H Onur Bodur
  • Darren W Dahl
  • Amna Kirmani
  • Pankaj Aggarwal
Abstract
In many situations, consumers use green products without a deliberate choice to use or purchase the product. This research explores how using a green product (e.g., a pair of headphones made from recycled materials) influences the enjoyment of the accompanying consumption experience (e.g., listening to music), even if consumers have not deliberately chosen or purchased the product. Five experiments in actual consumption settings revealed that using a green (vs. conventional) product enhances the enjoyment of the accompanying consumption experience, referred to as the greenconsumption effect. Merely using a green product makes consumers perceive an increase in the extent to which they are valued as individuals by society, which leads to warm glow feelings, and consequently enhances the enjoyment of the accompanying consumption experience. When consumers experience low social worth, the positive effect of using green products on the accompanying consumption experience is amplified. The greenconsumption effect disappears when the negative environmental impact of the green product attribute is low. From a managerial standpoint, the current research identifies instances where brands can benefit from going green and encourages marketers, especially service providers, to promote green products that are instrumental in consumption experiences.

Suggested Citation

  • Ali Tezer & H Onur Bodur & Darren W Dahl & Amna Kirmani & Pankaj Aggarwal, 2020. "The Greenconsumption Effect: How Using Green Products Improves Consumption Experience [The Social Risk Hypothesis of Depressed Mood: Evolutionary, Psychosocial, and Neurobiological Perspectives]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(1), pages 25-39.
    • Handle: RePEc:oup:jconrs:v:47:y:2020:i:1:p:25-39.
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    Cited by:

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    2. Ali Tezer & Matthew Philp & Anshu Suri, 2024. "The greenguard effect: When and why consumers react less negatively following green product failures," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1513-1530, October.
    3. Chen, Chunfeng & Lü, Kevin & Zhang, Depeng, 2024. "The impact of self-construal on consumers’ intention to write reviews: A trait activation perspective," Journal of Business Research, Elsevier, vol. 178(C).
    4. Latino Maria Elena & Menegoli Marta & Corallo Angelo, 2023. "Relevant Attributes Influencing Consumers’ Tomato Acceptance: A Systematic Review and Research Agenda," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 21(2), pages 129-146, December.
    5. Lembregts, Christophe & Cadario, Romain, 2024. "Consumer-Driven Climate Mitigation: Exploring Barriers and Solutions in Studying Higher Mitigation Potential Behaviors," OSF Preprints ywus6, Center for Open Science.
    6. Ainslie E. Schultz & Kevin P. Newman & Scott A. Wright, 2023. "The Negative Effect of Low Belonging on Consumer Responses to Sustainable Products," Journal of Business Ethics, Springer, vol. 187(3), pages 473-492, October.
    7. Wei Jiang & Liwen Wang & Kevin Zhou, 2022. "Green Practices and Customer Evaluations of the Service Experience: The Moderating Roles of External Environmental Factors and Firm Characteristics," Post-Print hal-04015637, HAL.
    8. Wei Jiang & Liwen Wang & Kevin Zheng Zhou, 2023. "Green Practices and Customer Evaluations of the Service Experience: The Moderating Roles of External Environmental Factors and Firm Characteristics," Journal of Business Ethics, Springer, vol. 183(1), pages 237-253, February.
    9. Jiarong Shi & Zihao Jiang, 2023. "Willingness to pay a premium price for green products: does a reference group matter?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(8), pages 8699-8727, August.
    10. Chae, Myoung-Jin & Kim, Yanghee & Roh, Taewoo, 2024. "Consumers’ attention, experience, and action to organic consumption: The moderating role of anticipated pride and moral obligation," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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