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Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna
Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna
Atlantic Marketing Journal
Abstract: Opinion polls consistently show large majorities of Americans supporting efforts to protect and improve the planet’s ability to sustain life. However, when it comes to environmentally preferable products, firms attract relatively small shares compared with conventional products. The present study examined the effect intentions (Verbal Commitment – VC) , emotions (Affect – Aff) and two moderators (Perceived Consumer Effectiveness – a PCE and Faith in Others – FIO) have on purchase (Actual Commitment – AC) of environmentally preferable products. Support was found for a direct influence of intentions aided by emotions – affect (Aff) – on AC, purchasing of …