How green marketing, perceived motives and incentives influence behavioral intentions

doi:10.1016/j.jretconser.2019.04.012

標題:	How green marketing, perceived motives and incentives influence behavioral intentions
作者:	Chang, Kuo-Chien Hsu, Chia-Lin Hsu, Ya-Ti Chen, Mu-Chen 運輸與物流管理系註：原交通所+運管所 Department of Transportation and Logistics Management
關鍵字:	Regulatory focus theory;Perceived motives of green initiatives;Perceived incentive mechanisms;Behavioral intentions
公開日期:	1-Jul-2019
摘要:	This study contributes to exploring the effects of regulatory fit with green marketing messages on consumer behavioral intentions by examining the moderating roles of perceived motives of green initiatives and perceived incentive mechanisms. Experiment 1 explores the effects of regulatory fit and non-fit on behavioral intentions in terms of the different types of green marketing messages. Experiment 2 explores the moderating effect of perceived different motives of green initiatives on the link between promotion/prevention regulatory fit and behavioral intentions. Additionally, Experiment 3 examines the moderating effect of perceived different incentive mechanisms on the relationship between promotion/prevention regulatory fit and behavioral intentions. Based on these findings, theoretical and managerial implications are discussed.
URI:	http://dx.doi.org/10.1016/j.jretconser.2019.04.012 http://hdl.handle.net/11536/152341
ISSN:	0969-6989
DOI:	10.1016/j.jretconser.2019.04.012
期刊:	JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume:	49
起始頁:	336
結束頁:	345
Appears in Collections:	Articles