TY - JOUR
T1 - How consumer knowledge shapes green consumption
T2 - An empirical study on voluntary carbon offsetting
AU - Kim, Yohan
AU - Yun, Sunyoung
AU - Lee, Joosung
AU - Ko, Eunju
N1 - Publisher Copyright:
© 2015 Advertising Association.
Copyright:
Copyright 2016 Elsevier B.V., All rights reserved.
PY - 2016
Y1 - 2016
N2 - This paper investigates how highly knowledgeable consumers differ from less knowledgeable consumers in their rational and emotional determinants of desire for green consumption, and derive distinct advertising implications for each group. We distinguish consumer knowledge into three categories (knowledge related to the environment, available action, and its effectiveness) and test them as moderating variables. A survey of 256 US consumers revealed that less knowledgeable consumers were driven primarily by their perceived behavioral control, while highly knowledgeable consumers exhibited a distinct influence from positive anticipated emotions on their desire. This distinction was brought upon only within low/high action/effectiveness knowledge groups, but not within low/high environment knowledge. Our findings highlight the importance of raising consumer’s system, action-related, and effective knowledge, as well as the need for targeted advertising strategies for consumers with differing knowledge levels in green consumption.
AB - This paper investigates how highly knowledgeable consumers differ from less knowledgeable consumers in their rational and emotional determinants of desire for green consumption, and derive distinct advertising implications for each group. We distinguish consumer knowledge into three categories (knowledge related to the environment, available action, and its effectiveness) and test them as moderating variables. A survey of 256 US consumers revealed that less knowledgeable consumers were driven primarily by their perceived behavioral control, while highly knowledgeable consumers exhibited a distinct influence from positive anticipated emotions on their desire. This distinction was brought upon only within low/high action/effectiveness knowledge groups, but not within low/high environment knowledge. Our findings highlight the importance of raising consumer’s system, action-related, and effective knowledge, as well as the need for targeted advertising strategies for consumers with differing knowledge levels in green consumption.
UR - http://www.scopus.com/inward/record.url?scp=84955301782&partnerID=8YFLogxK
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U2 - 10.1080/02650487.2015.1096102
DO - 10.1080/02650487.2015.1096102
M3 - Article
AN - SCOPUS:84955301782
VL - 35
SP - 23
EP - 41
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
IS - 1
ER -