Turning Off the Lights: Consumers' Environmental Efforts Depend on Visible Efforts of Firms

Resource type
Date created
2017-06
Authors/Contributors
Author: Wang, Wenbo
Abstract
Firms can save considerable money if consumers conserve resources (e.g., if hotel patrons turn off the lights when leaving the room, restaurants patrons use fewer paper napkins, or airline passengers clean up after themselves). In two studies conducted in real-world hotels, the authors show that consumers’ conservation behavior is affected by the extent to which consumers perceive the firm as being green. Furthermore, consumer perceptions of firms’ greenness and consumer conservation behavior depend on (a) whether the firm requests them to conserve resources, (b) the firm’s own commitment to the environment, and (c) the firm’s price image. Additionally, firm requests to consumers to save resources can create consumer reactance and can backfire when firms themselves do not engage in visible costly environmental efforts. Such reactance is more likely for firms with a high price image. Finally, the authors show that by spending a little money to signal environmental commitment, firms can save even more money through consumers’ conservation of resources, resulting in wins for the firm, the consumer, and the environment.
Document
Published as
Wang, Wenbo, Aradhna Krishna, and Brent McFerran (2017). "Turning Off the Lights: Consumers' Environmental Efforts Depend on Visible Efforts of Firms". Journal of Marketing Research, 54 (3, June), 478-494. DOI: 10.1509/jmr.14.0441
Publication title
Journal of Marketing Research
Document title
Turning Off the Lights: Consumers' Environmental Efforts Depend on Visible Efforts of Firms
Date
2017
Volume
54
Issue
3
First page
478
Last page
494
Publisher DOI
10.1509/jmr.14.0441
Copyright statement
Copyright is held by the author(s).
Scholarly level
Peer reviewed?
Yes
Language
Member of collection
Attachment Size
jmr.14.0441_manuscript_file.pdf 887.21 KB