Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 65, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102894
Keywords
Numerical scales; Perceived value; Consumer skepticism; Persuasive communication; Sustainable consumption
Categories
Funding
- National Natural Science Foundation of China [71874159]
- Natural Science Foundation of Zhejiang Prov-ince, China [LQ22G020008]
- Philosophy and Social Science Fund Office of Zhejiang Province, China [22NDJC057YB]
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This study investigates the impact of numerical information on consumer perceptions and green purchase intention. The results show that expressing green benefits with an expanded scale increases the perceived value of green products and leads to a higher intention to purchase. Skepticism levels also moderate the influence of numerical scale framing.
To stimulate purchase of green products, retailers and marketers need to know how to effectively present benefits of green products, specifically by numerical information. Accordingly, the current study provides useful insights on how to use numerical scale to influence consumer perceptions and green purchase intention. Data from a survey of 302 consumers show that green benefits expressed with an expanded scale (versus a contracted scale) increase perceived value of green products, producing in turn an increase in green purchase intention. Furthermore, low skepticism consumers perceive more value from benefits expressed in an expanded scale, but high skepticism consumers are less likely to be influenced by framing of the numerical scale due to heightened involvement. Significant moderation of consumer skepticism reveals its tempering effect on numerosity heuristic thinking in favor of the central processing route. These findings advance knowledge in the fields of numerosity heuristic, consumer decision and green consumption and provide managerial implications for retailers to formulate effective market segmentation strategies and enhance persuasiveness of numerical information to promote green purchase behavior.
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