The influence of promotion mode of green products on sharing intention. (1st September 2022)

• Record Type: Journal Article
• Authors: Liang, Shichang; Chu, Yuxuan; Zhang, Min; Chang, Yaping; Yan, Yanling; He, Lingling; Wei, Tie
• Is Part Of: Journal of cleaner production. Volume 364(2022)
• Publication Date: 2022-09-01
• Subjects: Green products -- Limited-time promotions -- Limited-quantity promotions -- Sharing intention -- Products' identity signaling attributes; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2022.132633
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: Limited-time promotions and limited-quantity promotions are two kinds of promotion modes commonly used by marketers. Previous studies on limited-time promotions and limited-quantity promotions mainly focus on traditional products, but little study focuses on green products. Therefore, this article examines the effect of the promotion mode(limited-time vs. limited-quantity) on sharing intention of green products and explores the products' identity signaling attributes as the boundary condition. More than 890 participants from different Chinese provinces were recruited online and offline and the data were analyzed using SPSS software. Results demonstrated that limited-time promotion can lead to more sharing intention of green products than limited-quantity promotion, in which environmental awareness plays an intermediary role. In addition, the products' identity signaling attributes moderate the effect of limited-time promotions and limited-quantity promotions on sharing intention. Specifically, for green products with the attributes of identity signaling, limited-quantity promotion can lead to more sharing intention than limited-time promotion. For green products without the attributes of identity signaling, limited-time promotion can lead to more sharing intention than limited-quantity promotion.