7/21/2023 0 Comments Hedonic editing![]() Moreover, among many values or benefits, economic benefit such as monetary savings can be an effective factor to adaption of green product. In other words, the perceived personal value for money, associated price and benefits of product, can be importantly decisive determinants of eco-friendly buying decisions. functional value, social value, emotional value, economic value, epistemic value), people are willing to buy green product (Lin and Huang 2012 Jung and Kim 2014 Renfro 2010). Then, what is the decisive determinants of consumer’s decisions to buy of green products? Previous researches showed that many people usually are reluctant to buying green products because of high price compared to conventional products (Hopkins and Roche 2009 Thakur and Aurora 2015), but if people perceived additional value to self (e.g. This discrepancy between consumers’ beliefs and actions regarding eco-friendly products purchase suggests that consumers do not purchase eco-friendly products solely based on environmental concerns and environmental merits of products. ![]() However, many consumer surveys and sales data indicate that while many consumers believe that buying eco-friendly products is important for protection of environment, actual adoption of those products are far below what has been expected. 1462-1465 Abstract As the general public’s awareness of the environmental problems associated with economic growth have increased, interests in eco-friendly products have also increased for the past few decades. Title How to Present Price Premiums and Monetary Savings of Eco-Friendly Products: A Mental Accounting Theory Perspective Author 김준용 Keywords Choice of green product Mental accounting theory Hedonic editing hypothesis Issue Date 2016-07 Publisher Global Allinace of Marketing Management Association Citation Global Marketing Conference 2016, Page.
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