It is green, but is it fair ? Investigating consumers’ fairness perception of green service offerings

Titre It is green, but is it fair ? Investigating consumers’ fairness perception of green service offerings
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Titre du périodique Journal of Cleaner Production
Date 2018/04
Pagination 37 p.
Résumé «With the prevailing green skepticism, consumers tend to devalue firms’ environmental claim and raise concern on service fairness of green offerings. Applying theoretical insights from fairness literature to the context of green consumerism, this study examines the antecedents, consequences, and moderators of fairness perception in consumers’ response to green service offerings. A scenario-based experiment is conducted (n=600) for data collection and the data are analyzed using Structural Equation Modelling (SEM). It is found that consumer-inferred relative profit (PRO) of the firm negatively influences their perceived fairness (FAI), whereas a positive inference on firms’motives (MOT) leads to fairer perception by the consumers. Furthermore, to a certain extent, firms’ commitment to environment (F-ENV) and consumers’ personal environmental commitment (C-ENV) serve as effective moderators that enhance consumers’ fairness perception. However, the multi-sampling moderation tests suggest that the PRO remains as a persistent source of unfairness perception regardless of the level of C-ENV. It is only when F-ENVis present then consumers’ unfairness perception would be attenuated. This study contributes to literature with a unique theoretical perspective of service fairness in examining consumers’ behavioral response to green service offerings. Also, it provides practical insights to managing the effectiveness of firms’ green initiatives by placing consumers’ fairness as a critical concern.»

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