Green consumption by design: interaction experiences and customization intentions
Abstract
Purpose
This study investigated the impacts of the interaction experiential customization (IEC) mode on consumers' information processing fluency and green customization intention (GCI) as well as the moderating effect of consumers' self-construal.
Design/methodology/approach
This study conducted an online field experiment, questionnaire study and between-subjects laboratory experiment to test the hypotheses.
Findings
It was found that IEC had a significant positive effect on consumers' GCI. Moreover, consumer retrieval processing fluency played a partial mediating role in the relationship between IEC and GCI. In addition, consumers' self-construal moderated the “IEC? Three dimensions of processing fluency” relationships.
Practical implications
The results emphasized the importance of IEC in influencing consumers' consumption intention in a green customization setting and have some practical implications, that is, companies have the opportunity to use appropriate digital choice architecture designs, which can enhance consumer processing fluency when promoting eco-friendly products in the customized consumption process, especially for independent consumers.
Originality/value
This study focused on the customization design on consumers' GCI and explained the mechanism of impact of IEC on improving consumers' processing fluency and GCI in a product customization setting based on the fluency theory. In addition, this study investigated the moderating effect of consumers' self-construal (independent vs interdependent) on their significant different information processing modes for low-carbon choices.
Keywords
Acknowledgements
This work was partially funded by the Key Subject for Education Sciences “14th Five Year” Planning Research Project in Shandong Province: An empirical study of adolescent consumption patterns based on campus retail big data (No: 2021ZD029); Shandong Province Natural Science Foundation, China (ZR2023QG049); Fundamental Research Funds for the Central Universities (No: HIT. HSS. 202322); Shandong Provincial Culture and Tourism Research Project (No: 23WL(Y)147); Social Science Planning Research Project in Shandong Province (20CSDJ01).
The authors also give grateful thanks to student Xiaohan Zhao for her contribution to this paper in the whole writing process.
Citation
Wang, C., Zhang, Y. and Zhang, R. (2024), "Green consumption by design: interaction experiences and customization intentions", Management Decision, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MD-06-2023-0958
Publisher
:Emerald Publishing Limited
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