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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/75734

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/75734

Title:	Double Standard: The Role of Environmental Consciousness in Green Product Usage
Authors:	林穎青 Lin, Ying-Ching;Chang, Chiu-Chi
Contributors:	廣告系
Keywords:	green product;effectiveness;product usage;environmental consciousness
Date:	2012
Issue Date:	2015-06-11 15:50:09 (UTC+8)
Abstract:	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
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

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File	Description	Size	Format
125-134.pdf		185Kb	Adobe PDF2	1007	View/Open

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