• Does Green Product Information Always Increase Purchase Intention? A Moderated Mediation Model of Amorality and Green Awareness

Abstract

Purpose – In most copywriting, green information for the product is not presented alone, but mixed with general functional description. This study aims to examine whether consumers' purchasing behavior will be affected by the green information when green information is mixed with general information.

Design/methodology/approach – Three independent experiments are conducted to test our hypotheses.

Findings – This study concludes that consumers’ green awareness mediates the impact of green product information on purchase intention; whereas consumers’ amorality moderates their awareness of green information. Furthermore, consumers’ amorality moderates the mediation effect between green products and purchase intention.

Research limitations/implications – All the products used in these experiments are functional products. Participants may have different feelings towards experience-based products because of their green features.

Practical implications/Social implications – Vendors shall notice how advertisements are presented to reinforce green information for consumers to perceive though, they shall also be aware that some amoral consumers may not correctly understand the green product information.

Originality/value – This study discovers that green product information does not necessarily increase purchase intention, but is affected by consumers’ awareness and morality.

Keywords – green marketing, ethics, Machiavellianism, green awareness