Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model

An increasing number of people and organizations have become aware of global warming and environmental deterioration and have become engaged in socially responsible activities to save the Earth. However, a comprehensive model that integrates the antecedents, mediators, and moderators of green adoption is yet to be developed. In this study, a comprehensive research model was developed that incorporates a stimulus-organism-response (S-O-R) model, consumption value theory, and value-belief-norm theory. A quantitative approach was adopted to collect data from customers who had experience with green purchasing in Taiwan. The empirical findings reveal that the influence of green marketing activities on three mediators-consumers' environmental attitude, consumption values, and personal norms-is significant. These three mediators have a significant impact on consumers' innovative green adoption. Thus, a full meditation effect is found, suggesting that marketers should increase their focus on promoting innovative green adoption through environmental attitude, consumption values, and personal norms. The findings of this study may help academicians in conducting further theoretical validation and professionals in developing applicable marketing strategies to promote green adoption.

Automated summary

An increasing number of people and organizations are aware of global warming and environmental deterioration, and are engaged in socially responsible activities to save the Earth. However, there is no comprehensive model yet developed that integrates the factors influencing green adoption. This study developed a comprehensive research model that incorporates the stimulus-organism-response model, consumption value theory, and value-belief-norm theory. The empirical findings reveal that green marketing activities significantly influence consumers' environmental attitude, consumption values, and personal norms, which in turn significantly affect their innovative green adoption. This suggests that marketers should focus on promoting innovative green adoption through environmental attitude, consumption values, and personal norms. The findings of this study can help academics validate theories and professionals develop marketing strategies to promote green adoption.