Influence of Advertising on the Adoption of Green Products: The Mediating Role of Innovativeness

  • Authors

    • Hanane Ahlafi
    • Noura Noura
    • Abdelaziz Bahoussa
    • Mohammed Hassainate
    2019-03-01
    https://doi.org/10.14419/ijet.v8i1.11.28102
  • green advertising, green marketing, green products adoption, innovativeness, involvement level, need for unicity.

  • Abstract

    Ecology as a strategic variable has been the focus of interest for researchers since the early seventies (Marguerat & Cestre 2002). As early as the pioneering researches of Hénion (1976), Kassar Jian (1971), Kinnear and Taylor (1973) and Kinnear et al (1974), the ecological dimension had been integrated into the research and practice of management and marketing. In addition, some authors agree that different stakeholders such as consumers, NGOs, public authorities, advertisers and publicists are increasingly informed and aware about the importance of protecting their environment (Schlegelmilch & Pollack 2005).

    However, some authors denounce the inaction of consumers although they are aware of the degradation of their environment. This passivity is explained among other things by the high price of green products compared to traditional products (Green Brands2011).

    In this study, we first presented the research problem, and then we analyzed the works related to the typologies of green consumers and the main variables that we consider to be determinants of the adoption of so-called green products. Finally, we exposed the research hypotheses, the conceptual model, highlighting the mediating role of innovativeness in the relationship between the attitude towards advertising and the adoption of green products.

     

     

     

  • References

    1. [1] Antil, J.H. 1984. Conceptualization and operationalization of involvement. In: Kinnear, T.C. (Ed.), Advances in Consumer Research 11: 203-209, Association for Consumer Research, Provo, UT, USA.

      [2] Ben Miled-Cherif, H. 2001. L’implication du consommateur et ses perspectives stratégiques, Recherche et Applications en Marketing 16: 66-86.

      [3] Bloch, P.H. 1981. An exploration into the scaling of consumers’ involvement with a product class,pp.61-65.In:Monroe,K.B.(Editor), Advancesin Consumer Research8, Association for Consumer Research, Ann Arbor, MI,USA.

      [4] Borel, P. 2001. L’influence de l’implication sur la détermination des catégories de magasins acceptables, fréquentés et rejetés, Actes du 4ème Colloque. La Rochelle. France. 27-28 Septembre. Association Etienne Thil.p.32.

      [5] Burns, D. J. and H.B. Warren. 1995. Need for uniqueness: shopping mall preference and choice activity, International Journal of Retail and Distribution Management» 23(12): 4-13.

      [6] Cestre, G. 1996. Diffusion et innovativité : Définition, modélisation et mesure », Recherche et Applications en Marketing 11(1): 69-88

      [7] Costly, C. 1988. Meta-Analysis of Involvement Research, Advances in Consumer Research, Vol. 15, 554-561.

      [8] De Gerus, E. 2013. Le phénomène de Green washing et son impact sur les consommateurs: Une étude multiculturelle. Thèse. Université du Québec à Trois-Rivières, Canada, p. 263.

      [9] Dembkowski and Hanmer-Lloyd. 1994. Cité par Aubourg N., Le Hegarat-Pitois B. Contribution des facteurs explicatifs de la préoccupation pour l’environnement à la compréhension des facteurs explicatifs de la préoccupation pour le commerce équitable : une étude exploratoire. Communication pour les 9èmes Journées de Recherche en Marketing de Bourgogne Dijon, 4-5 Novembre 2004.

      [10] Dussart, C. 1983. Comportement du consommateur et stratégie de marketing, McGraw-Hill Book Company, Montréal, Canada, p.432.

      [11] Feick, H., I.R. Higie and L.F. Feick. 1989. Enduring involvement: Conceptual and measurement issues. Advances in Consumer Research 16:690-696.

      [12] Giannelloni J.L. 1998. Les comportements liés à la protection de l’environnement et leurs déterminants: Un état des recherches en marketing, Recherche et Applications en Marketing 13(2): 49-72.

      [13] Goldsmith, R. and C. Hofacker. 1991. Measuring Consumer Innovativeness. Journal of the Academy of Marketing Science 19(3): 209-221

      [14] Henion, K.E. and T.C. Kinnear. 1976. Ecological marketing. American Marketing Association, Educational works series, Chicago : American Marketing Association.p.168.

      [15] Haws, K.L., K.P. Winterich and R.W. Naylor. 2010. Voir le monde à travers des verres teintés verts: Valeurs de consommation vertes et réponses aux produits respectueux de l’environnement. Journal de la Psychologie du Consommateur 24(3):336-354.

      [16] Holbrook, M.B. and R.Batra.1987. Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research 14:404-420.

      [17] Houston, M. and M.L.Rothschild. 1978. Conceptual and methodological perspectives on involvement, pp. 184 - 187. Research Frontiers in Marketing: Dialogues and Directions,

      [18] S. Jain (Editor), American Marketing Association, Chicago, Illinois, USA.

      [19] Institut PSB. 2011.Etude Green Brands. pour Cohn & Wolfe et Landor Associates. Edition: ImagePower®Global Green Brands.Paris. Available at : http://www.cohnwolfe.com/

      [20] Kassarjian, H.H. 1971. Personality and consumer behavior: A review. Journal of Marketing Research 8(4): 409-418

      [21] Kinnear T.C. and L.R. Taylor. 1973. The impact of ecological concern on brand perception. Journal of Marketing Research 10(2) : 191-197

      [22] Kinnear, T., R.T. James and A. Sadrudin. 1974. Ecologically concerned consumers: Who are they? Journal of Marketing 38(2) : 20-24

      [23] Laurent, G., & Kapferer, J. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22(1), 41-53. doi:10.2307/3151549, p 224

      [24] Le Louran, P. 1997. La tendance à innover des consommateurs : analyse conceptuelle et proposition d’une échelle de mesure », Recherches et Applications en Marketing 12(1): 3-19.

      [25] Manning, K., Bearden, W. and Madden, T. 1995. Consumer innovativeness and the adoption process. Consumer Psychology 4:329-345.

      [26] Marguerat, O. and G. Cestre. 2002. Le consommateur vert: Attitude et comportement. Université de Lausanne. Ecole des Hautes Études Commerciales. Working paper. N°0211, p.132.

      [27] McAlister, L. and Pessemier. 1982. VarietySeeking Behavior: An Interdisciplinary Review. Journal of Consumer Research 9: 311-322.

      [28] Midgley, D.F. and G.R. Dowling. 1978. Innovativeness: The concept and its measurement. Journal of Consumer Research 4: 229-242.

      [29] Mourad, T. and A. Anis. 2003. Comparaison des propriétés psychométriques de trois échelles de mesure de l’innovativité. Troisièmes Journées de la Recherche en Sciences de Gestion, Tunis, Conference Peper. p 21.

      [30] Peixoto, J.P., A.H. Oort, M. De Almeida and A. Tomé. 1991. Entropy budget of the atmosphere. Journal of Geophysical Research: Atmospheres 96(D6): 10981-10988.

      [31] Richins, L. 1987. Media materialism and human happiness. Advances in Consumer Research 14(1): 352-356.

      [32] Roehrich (Gilles). 1994. Innovativité hédoniste et sociale: Proposition d’une échelle de mesure. Recherche et Applications en Marketing 9(2):19-42.

      [33] Rogers, E. and F. Shoemaker. 1971. Communication of Innovations: A cross-cultural approach. The Free Press, NY, USA, p 476.

      [34] Schlegelmilch, B.B. and I. Pollach. 2005. The perils and opportunities at communicating corporate ethics. Journal of Marketing Management 21: 267-290.

      [35] Goldsmith, R.E. d'Hauteville,F. Flynn, L.R. (1998) «Théorie et mesure de l'innovation des consommateurs: une évaluation transnationale», Journal européen du marketing Vol. 32 Numéro: 3/4, pp.340-353, https://doi.org/10.1108/03090569810204634

      [36] Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness : The human pursuit of difference. New York: Plenum Pres

      [37] Snyder C.R. 1992. Product scarcity by need for uniqueness interaction: A consumer catch - 22 carousel. Basic and Applied Social Psychology 13: 9-24.

      [38] Snyer,C.R.andH.L.Fromkin.2012.Uniqueness:Thehumanpursuitofdifference.Pulished by Plenum in New York, USA. 1980. Cité par Darius Djoma et Victor Tsapi, “Adoption des produits cosmétiques par les consommateurs camerounais: la forte incidence de la nouveauté perçue, de l’innovativité, de l’implication et des valeursâ€. African Sociological Review16(1):100-120.

      [39] Strazzeria. 1994. Mesurer l’implication durable indépendamment du risque perçu. Recherche et Applications en Marketing, l. 9(1): 73-91.

      [40] Strazzieri and Et-hajdukowicz-brisson, 1995. Clearing up ambiguity about enduring involvement by opposing " appeal-involvement " to " stake-involvement, International Research Seminar.

      [41] Tian, K.T., Bearden W. O. and G.L. Hunter. 2001. Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research 28:50-66.

      [42] Valette-Florence, P. 1988. L’Implication, variable médiatrice entre styles de vie, valeurs et modes de consommation. Thèse. Université des Sciences Sociales de Grenoble, France, 547p.

      [43] Zaïchkowski, J.L. 1985. Measuring the involvement construct. Journal of Consumer Research 12(3): 341-352.

  • Downloads

  • How to Cite

    Ahlafi, H., Noura, N., Bahoussa, A., & Hassainate, M. (2019). Influence of Advertising on the Adoption of Green Products: The Mediating Role of Innovativeness. International Journal of Engineering & Technology, 8(1.11), 121-126. https://doi.org/10.14419/ijet.v8i1.11.28102

    Received date: 2019-03-01

    Accepted date: 2019-03-01

    Published date: 2019-03-01