Even though imaginative displays are an essential determinant for improving product evaluations in traditional products, there is little research on imaginative displays in the display of green products. Therefore, this article addresses this gap by examining the imaginative display of green products. Three studies show that relative to imaginative displays (i.e., novel and esthetics), standard displays (i.e., non-novel and neutral esthetics) increase green product evaluations, suggesting that imaginative displays positively affect traditional products but are unsuitable for green products. In addition, standard displays (vs. imaginative displays) increase product evaluations for altruistic green products. In contrast, imaginative displays (vs. standard displays) increase product evaluations for egoistic green products. The article aims to change the practice of wasting space resources for displaying green products. More critically, the article raises new insight for policymakers and merchants to achieve sustainable green consumption.
AhmedR. R.StreimikieneD.QadirH.StreimikisJ. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA. Environmental Science & Pollution Research, 30(5), 11473–11495. https://doi.org/10.1007/s11356-022-22944-7
2.
AizawaM.YangC. F. (2010). Green credit, green stimulus, green revolution? China’s mobilization of banks for environmental cleanup. The Journal of Environment & Development, 19(2), 119–144. https://doi.org/10.1177/1070496510371192
3.
AwanU.GölgeciI.MakhmadshoevD.MishraN. (2022a). Industry 4.0 and circular economy in an era of global value chains: What have we learned and what is still to be explored?Journal of Cleaner Production, 371(2), 133621. https://doi.org/10.1016/j.jclepro.2022.133621
4.
AwanU.BhattiS.ShamimS.KhanZ.AkhtarP.BaltaM. E. (2022b). The role of big data analytics in manufacturing agility and performance: Moderation-mediation analysis of organizational creativity and of the involvement of customers as data analysts. British Journal of Management, 33(3), 1200–1220. https://doi.org/10.1111/1467-8551.12549
5.
BergerJ. (2017). Are luxury brand labels and “green” labels costly signals of social status? An extended replication. PLoS One, 12(2), Article e0170216–e0170216. https://doi.org/10.1371/journal.pone.0170216
6.
BergerJ. (2019). Signaling can increase consumers’ willingness to pay for green products. Theoretical model and experimental evidence. Journal of Consumer Behaviour, 18(3), 233–246. https://doi.org/10.1002/cb.1760
7.
BettigaD.BianchiA. M.LambertiL.NociG. (2020). Consumers emotional responses to functional and hedonic products: A neuroscience research. Frontiers in Psychology, 11, 559779. https://doi.org/10.3389/fpsyg.2020.559779
BlijlevensJ.CarbonC.-C.MuggeR.SchoormansJ. P. L. (2012). Aesthetic appraisal of product designs: Independent effects of typicality and arousal. British Journal of Psychology, 103(1), 44–57. https://doi.org/10.1111/j.2044-8295.2011.02038.x
ChangM. K. (1998). Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1825–1834. https://doi.org/10.1023/A:1005721401993
12.
ChelminskiK. (2022). Climate finance effectiveness: A comparative analysis of geothermal development in Indonesia and the Philippines. The Journal of Environment & Development, 31(2), 139–167. https://doi.org/10.1177/10704965211070034
13.
ChengW.AppolloniA.D’AmatoA.ZhuQ. (2018). Green Public Procurement, missing concepts and future trends - a critical review. Journal of Cleaner Production, 176, 770–784. https://doi.org/10.1016/j.jclepro.2017.12.027
14.
ChoeY.YouseokL.HaipengC.Sang-HoonK. (2021). Look! don’t let it weigh you down: The effect of visual density on perceived product heaviness and evaluation. Journal of Business Research, 126(C), 35–47. https://doi.org/10.1016/j.jbusres.2020.12.041
15.
DangelicoR. M.PontrandolfoP. (2010). From green product definitions and classifications to the Green Option Matrix. Journal of Cleaner Production, 18(16–17), 1608–1628. https://doi.org/10.1016/j.jclepro.2010.07.007
16.
Dang-VanT.Vo-ThanhT.WangJ.NguyenN. (2023). Luxury hotels’ green practices and consumer brand identification: The roles of perceived green service innovation and perceived values. Business Strategy and the Environment, 32(7), 4568–4583. https://doi.org/10.1002/bse.3381
17.
DengX.KahnB. E.UnnavaH. R.LeeH. (2016). A “wide” variety: Effects of horizontal versus vertical display on assortment processing, perceived variety, and choice. Journal of Marketing Research, 53(5), 682–698. https://doi.org/10.1509/jmr.13.0151
18.
De VosJ.MokhtarianP. L.SchwanenT.AckerV. V.WitloxF. (2016). Travel mode choice and travel satisfaction: Bridging the gap between decision utility and experienced utility. Transportation, 43(5), 771–796. https://doi.org/10.1007/s11116-015-9619-9
19.
Di MuroF.MurrayK. B. (2012). An arousal regulation explanation of mood effects on consumer choice. Journal of Consumer Research, 39(3), 574–584. https://doi.org/10.1086/664040
20.
ForoudiP. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(Part A), 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
21.
GranatoD.NunesD. S.BarbaF. J. (2017). An integrated strategy between food chemistry, biology, nutrition, pharmacology, and statistics in the development of functional foods: A proposal. Trends in Food Science & Technology, 62, 13–22. https://doi.org/10.1016/j.tifs.2016.12.010
22.
GriskeviciusV.TyburJ. M.Van den BerghB. (2010). Going green to Be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392–404. https://doi.org/10.1037/a0017346
23.
GuoT.ZhongS.WangX.LiG. (2022). Does product display quantity increase purchase intention? The mediation of diminished pain of payment. Journal of research in interactive marketing, 16(1), 101–117. https://doi.org/10.1108/JRIM-08-2020-0163
24.
HansenC. J.ZinkhanG. M. (1984). When do consumers infer product attribute values?Advances in Consumer Research, 11(1), 187.
25.
HayesA. F. (2017). Regression-based statistical mediation and moderation analysis in clinical research: Observations, recommendations, and implementation. Behaviour Research and Therapy, 98, 39–57. https://doi.org/10.1016/j.brat.2016.11.001
26.
HeL.ChenL. (2021). The incentive effects of different government subsidy policies on green buildings. Renewable & Sustainable Energy Reviews, 135, 110123. https://doi.org/10.1016/j.rser.2020.110123
27.
HuangH.LongR.ChenH.SunK.SunQ.LiQ. (2023). Why don’t more people engage in green practices in China? A policy-oriented approach to promoting green transformation in five consumption areas. Environmental Impact Assessment Review, 101, 107099. https://doi.org/10.1016/j.eiar.2023.107099
28.
HussainJ.Chien-ChiangL.YongxiuC. (2022). Optimal green technology investment and emission reduction in emissions generating companies under the support of green bond and subsidy. Technological Forecasting and Social Change, 183(4), 121952. https://doi.org/10.1016/j.techfore.2022.121952
29.
KareklasI.CarlsonJ. R.MuehlingD. D. (2014). “I eat organic for my benefit and yours”: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1), 18–32. https://doi.org/10.1080/00913367.2013.799450
30.
KehH. T.WangD.YanL. (2021). Gimmicky or effective? The effects of imaginative displays on customers’ purchase behavior. Journal of Marketing, 85(5), 109–127. https://doi.org/10.1177/0022242921997359
31.
KirillovaK.FuX.LehtoX.CaiL. (2014). What makes a destination beautiful? Dimensions of tourist aesthetic judgment. Tourism Management, 42(C), 282–293. https://doi.org/10.1016/j.tourman.2013.12.006
KühneS. J.ReijnenE.VogtL. L.BaumgartnerM. P. (2023). Can carbon labels encourage green food choices?Frontiers in Psychology, 13, 902869–902869. https://doi.org/10.3389/fpsyg.2022.902869
35.
KumarP.ChatliM. K.MehtaN.SinghP.MalavO. P.VermaA. K. (2017). Meat analogues: Health promising sustainable meat substitutes. Critical Reviews in Food Science and Nutrition, 57(5), 923–932. https://doi.org/10.1080/10408398.2014.939739
36.
LeeH.-J.GoudeauC. (2014). Consumers’ beliefs, attitudes, and loyalty in purchasing organic foods the standard learning hierarchy approach. British Food Journal, 116(6), 918–930. https://doi.org/10.1108/BFJ-02-2013-0030
37.
LiangS.ChuY.ZhangM.ChangY.YanY.HeL.WeiT. (2022). The influence of promotion mode of green products on sharing intention. Journal of Cleaner Production, 364(2), 132633. https://doi.org/10.1016/j.jclepro.2022.132633
38.
LindenbergS.StegL. (2014). Goal-framing theory and norm-guided environmental behavior (pp. 37–54). Psychology Press.
39.
LiuZ.ChenC.WangJ.HuangY.HuJ.WangQ. (2023). Nighthawk: Fully automated localizing UI display issues via visual understanding. IEEE Transactions on Software Engineering, 49(1), 403–418. https://doi.org/10.1109/TSE.2022.3150876
40.
MajeedS.KimW. G.KimT. (2023). Perceived green psychological benefits and customer pro-environment behavior in the value-belief-norm theory: The moderating role of perceived green CSR. International Journal of Hospitality Management, 113(5), 103502. https://doi.org/10.1016/j.ijhm.2023.103502
41.
MitraA. (1995). Price cue utilization in product evaluations: The moderating role of motivation and attribute information. Journal of Business Research, 33(3), 187–195. https://doi.org/10.1016/0148-2963(95)94737-S
42.
Mohd SukiN. (2016). Green product purchase intention: Impact of green brands, attitude, and knowledge. British Food Journal (1966), 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
43.
NekmahmudM.NazF.RamkissoonH.Fekete-FarkasM. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185(3), 122067. https://doi.org/10.1016/j.techfore.2022.122067
44.
PaulJ.ModiA.PatelJ. D. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
45.
PelozaJ.WhiteK.ShangJ. (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77(1), 104–119. https://doi.org/10.1509/jm.11.0454
46.
RadonA.BrannonD. C.ReardonJ. (2021). Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product. Journal of Retailing and Consumer Services, 58(C), 102339. https://doi.org/10.1016/j.jretconser.2020.102339
47.
ReinhardtF. L. (1998). Environmental product differentiation: Implications for corporate strategy. California Management Review, 40(4), 43–73. https://doi.org/10.2307/41165964
48.
RivaF.MagrizosS.RubelM. R. B.RizomyliotisI. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials’ sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807–2819. https://doi.org/10.1002/bse.3048
49.
RizziF.GigliottiM.RunfolaA.FerrucciL. (2022). Don’t miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products. Journal of Retailing and Consumer Services, 68(12), 103034. https://doi.org/10.1016/j.jretconser.2022.103034
50.
RoggeveenA. L.GrewalD.SchweigerE. B. (2020). The DAST framework for retail atmospherics: The impact of in- and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing, 96(1), 128–137. https://doi.org/10.1016/j.jretai.2019.11.002
51.
RohT.SeokJ.KimY. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67(11), 102988. https://doi.org/10.1016/j.jretconser.2022.102988
52.
SarantopoulosP.TheotokisA.PramatariK.RoggeveenA. L. (2019). The impact of a complement-based assortment organization on purchases. Journal of Marketing Research, 56(3), 459–478. https://doi.org/10.1177/0022243718823698
53.
SimmonsC. J.Becker-OlsenK. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154–169. https://doi.org/10.1509/jmkg.70.4.154
54.
SkowronskiJ. J.CarlstonD. E. (1992). Caught in the act: When impressions based on highly diagnostic behaviours are resistant to contradiction: Positive-negative asymmetry in affect and evaluations. I. European Journal of Social Psychology, 22(5), 435–452.
55.
SuphasomboonT.VassanadumrongdeeS. (2022). Toward sustainable consumption of green cosmetics and personal care products: The role of perceived value and ethical concern. Sustainable Production and Consumption, 33, 230–243. https://doi.org/10.1016/j.spc.2022.07.004
56.
SweeneyJ. C.SoutarG. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
57.
Ul-DurarS.AwanU.VarmaA.MemonS.AnneL. M. (2023). Integrating knowledge management and orientation dynamics for organization transition from eco-innovation to circular economy. Journal of Knowledge Management, 27(8), 1–32. https://doi.org/10.1108/JKM-05-2022-0424
58.
UpstillE.RowlandC.JordanC. (2022). Delivering context for fragrance evaluation: A study using trained sensory panellists. Food Quality and Preference, 102, 104636. https://doi.org/10.1016/j.foodqual.2022.104636
59.
VanbergenN.IrmakC.SevillaJ. (2020). Product entitativity: How the presence of product replicates increases perceived and actual product efficacy. Journal of Consumer Research, 47(2), 192–214. https://doi.org/10.1093/jcr/ucaa006
60.
WangL.WangZ.-X.ZhangQ.JebbouriA.WongP. P. W. (2022). Consumers’ intention to visit green hotels – a goal-framing theory perspective. Journal of Sustainable Tourism, 30(8), 1837–1857.
61.
WangH.BernellD. (2013). Environmental disclosure in China: An examination of the green securities policy. The Journal of Environment & Development, 22(4), 339–369. https://doi.org/10.1177/1070496513506905
62.
WangH.ShenM.SongY.PhauI. (2020). Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance. Journal of Business Research, 114(3), 198–212. https://doi.org/10.1016/j.jbusres.2020.03.031
63.
WangS.WangJ.YangF.WangY.LiJ. (2018). Consumer familiarity, ambiguity tolerance, and purchase behavior toward remanufactured products: The implications for remanufacturers. Business Strategy and the Environment, 27(8), 1741–1750. https://doi.org/10.1002/bse.2240
64.
XiaL.WangJ.SantanaS. (2021). Nostalgia: Triggers and its role on new product purchase intentions. Journal of Business Research, 135, 183–194. https://doi.org/10.1016/j.jbusres.2021.06.034
65.
XiaoC.WangH.ZhouY.LiQ. (2023). Dense is not green: How visual density influences greenness evaluation on environmentally friendly products. Frontiers in Psychology, 13, 1035021. https://doi.org/10.3389/fpsyg.2022.1035021
66.
XuY.GuoY.JumaniA. K.KhatibS. F. A. (2021). Application of ecological ideas in indoor environmental art design based on hybrid conformal prediction algorithm framework. Environmental Impact Assessment Review, 86, 106494. https://doi.org/10.1016/j.eiar.2020.106494
67.
XueY.TangC.WuH.LiuJ.HaoY. (2022). The emerging driving force of energy consumption in China: Does digital economy development matter?Energy Policy, 65, 112997. https://doi.org/10.1016/j.enpol.2022.112997
68.
YangS.LuJ.FengD.LiuF. (2022). Can government-led civilized city construction promote green innovation? Evidence from China. Environmental Science and Pollution Research, 30(34), 81783–81800. https://doi.org/10.1007/s11356-022-20487-5
69.
YaoF. S. (2023). How to arrange assortments available in green alternatives: Displaying products by green attributes. Journal of Consumer Behaviour, 22(4), 867–879. https://doi.org/10.1002/cb.2170
70.
ZabkarV.HostaM. (2013). Willingness to act and environmentally conscious consumer behaviour: Can prosocial status perceptions help overcome the gap?International Journal of Consumer Studies, 37(3), 257–264. https://doi.org/10.1111/j.1470-6431.2012.01134.x
71.
ZhangH.FengC.ZhouX. (2022). Going carbon-neutral in China: Does the low-carbon city pilot policy improve carbon emission efficiency. Sustainable Production and Consumption, 33(2), 312–329. https://doi.org/10.1016/j.spc.2022.07.002
72.
ZhangY.KwakH.PuzakovaM.TaylorC. R. (2021). Space between products on display: The impact of interspace on consumer estimation of product size. Journal of the Academy of Marketing Science, 49(6), 1109–1131. https://doi.org/10.1007/s11747-021-00772-4
73.
ZhengM. H.TangD.ChenJ.ZhengQ.XuA. (2022). How different advertising appeals (green vs. non-green) impact consumers’ willingness to pay a premium for green agricultural products. Frontiers in Psychology, 13, 991525. https://doi.org/10.3389/fpsyg.2022.991525
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
