Double Standard: The Role of Environmental Consciousness in Green Product Usage | Publication

Title	Double Standard: The Role of Environmental Consciousness in Green Product Usage
Creator	林穎青 Lin, Ying-Ching;Chang, Chiu-Chi
Contributor	廣告系
Key Words	green product;effectiveness;product usage;environmental consciousness
Date	2012
Date Issued	11-Jun-2015 15:50:09 (UTC+8)
Summary	The results from three studies suggest that consumers` perceptions of product effectiveness are critical in determining the amount of a product they choose to use in a given instance. In general, consumers consider green, or environmentally friendly, products to be less effective than regular products; therefore, consumers increase the amount of the green product they use to make up for the perceived inferiority. Notably, this pattern of green versus regular product usage is more pronounced among consumers who are environmentally conscious. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.
Relation	Journal of Marketing, 76(5), pp.125-134
Type	article

dc.contributor	廣告系
dc.creator (作者)	林穎青	zh_TW
dc.creator (作者)	Lin, Ying-Ching;Chang, Chiu-Chi
dc.date (日期)	2012
dc.date.accessioned	11-Jun-2015 15:50:09 (UTC+8)	-
dc.date.available	11-Jun-2015 15:50:09 (UTC+8)	-
dc.date.issued (上傳時間)	11-Jun-2015 15:50:09 (UTC+8)	-
dc.identifier.uri (URI)	http://nccur.lib.nccu.edu.tw/handle/140.119/75734	-
dc.description.abstract (摘要)	The results from three studies suggest that consumers` perceptions of product effectiveness are critical in determining the amount of a product they choose to use in a given instance. In general, consumers consider green, or environmentally friendly, products to be less effective than regular products; therefore, consumers increase the amount of the green product they use to make up for the perceived inferiority. Notably, this pattern of green versus regular product usage is more pronounced among consumers who are environmentally conscious. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.
dc.format.extent	189979 bytes	-
dc.format.mimetype	application/pdf	-
dc.relation (關聯)	Journal of Marketing, 76(5), pp.125-134
dc.subject (關鍵詞)	green product;effectiveness;product usage;environmental consciousness
dc.title (題名)	Double Standard: The Role of Environmental Consciousness in Green Product Usage
dc.type (資料類型)	article	en