How green marketing, perceived motives and incentives influence behavioral intentions

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44609

Title:	How green marketing, perceived motives and incentives influence behavioral intentions
Authors:	Chang, KC (Chang, Kuo-Chien) Hsu, CL (Hsu, Chia-Lin) Hsu, YT (Hsu, Ya-Ti) Chen, MC (Chen, Mu-Chen)
Contributors:	企業管理學系暨國際企業管理研究所
Keywords:	REGULATORY FOCUS FINANCIAL PERFORMANCE PURCHASE INTENTION HOTEL INDUSTRY MOTIVATION CONSUMERS STYLES POLICY ROLES IMAGE
Date:	2019-07
Issue Date:	2019-06-18 11:05:22 (UTC+8)
Abstract:	This study contributes to exploring the effects of regulatory fit with green marketing messages on consumer behavioral intentions by examining the moderating roles of perceived motives of green initiatives and perceived incentive mechanisms. Experiment 1 explores the effects of regulatory fit and non-fit on behavioral intentions in terms of the different types of green marketing messages. Experiment 2 explores the moderating effect of perceived different motives of green initiatives on the link between promotion/prevention regulatory fit and behavioral intentions. Additionally, Experiment 3 examines the moderating effect of perceived different incentive mechanisms on the relationship between promotion/prevention regulatory fit and behavioral intentions. Based on these findings, theoretical and managerial implications are discussed.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] periodical articles

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