Bibliographic Details
| Title: |
Trial-Attitude Formation in Green Product Evaluations. |
| Authors: |
Ashley, Christy, Oliver, Jason D., Zemanek, James E. |
| Source: |
Atlantic Marketing Journal; Winter2016, Vol. 5 Issue 1, p35-61, 27p |
| Subject Terms: |
GREEN products, CONSUMER attitudes, EXPECTANCY-value theory |
| Abstract: |
How do merchandising and trial affect consumer responses to green products? To respond to this question, the authors use expectancy-value theory as a conceptual framework and evaluate the product-trial attitude formation process for environmentally friendly products in an experimental study. The results show that addressing quality concerns and segmenting customers based on their environmental values may help increase adoption and positive word-of-mouth surrounding environmentally friendly products. Further, hands-on trials and exclusive communications and displays may help overcome explicit beliefs about poor green product quality and increase green product adoption intentions. [ABSTRACT FROM AUTHOR] |
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| Database: |
Complementary Index |
