Seeing the World Through GREEN-Tinted Glasses: Green Consumption Values and Responses to Environmentally Friendly Products

Haws, Kelly L., Karen Page Winterich, and Rebecca Walker Naylor, “Seeing the World through GREEN-tinted Glasses: How Green Consumers’ Use Motivated Reasoning to Prefer Environmentally Friendly Products,” Journal of Consumer Psychology, 2013

58 Pages Posted: 26 Apr 2015

See all articles by Kelly Haws

Kelly Haws

Vanderbilt University - Marketing

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration

Rebecca Walker Reczek

Ohio State University (OSU) - Department of Marketing and Logistics

Date Written: November 6, 2013

Abstract

The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one’s purchases and consumption behaviors. Across six studies, we demonstrate that the six-item measure we develop (i.e., the GREEN scale) can be used to capture green consumption values in a reliable, valid, and parsimonious manner. We further theorize and empirically demonstrate that green consumption values are part of a larger nomological network associated with conservation of not just environmental resources but also personal financial and physical resources. Finally, we demonstrate that the GREEN scale predicts consumer preference for environmentally friendly products. In doing so, we demonstrate that stronger green consumption values increase preference for environmentally friendly products through more favorable evaluations of the non-environmental attributes of these products. These results have important implications for consumer responses to the growing number of environmentally friendly products.

Keywords: Sustainability; Scale Development; Environmental Marketing; Green Marketing; Motivated Reasoning

Suggested Citation

Haws, Kelly and Winterich, Karen Page and Reczek, Rebecca Walker, Seeing the World Through GREEN-Tinted Glasses: Green Consumption Values and Responses to Environmentally Friendly Products (November 6, 2013). Haws, Kelly L., Karen Page Winterich, and Rebecca Walker Naylor, “Seeing the World through GREEN-tinted Glasses: How Green Consumers’ Use Motivated Reasoning to Prefer Environmentally Friendly Products,” Journal of Consumer Psychology, 2013. Available at SSRN: https://ssrn.com/abstract=2350946

Kelly Haws (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration ( email )

University Park, PA 16802
United States

Rebecca Walker Reczek

Ohio State University (OSU) - Department of Marketing and Logistics ( email )

2100 Neil Avenue
538 Fisher Hall
Columbus, OH 43210
United States

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