Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Priming the consumer’s locus of control in an online shop to increase consumers’ willingness to buy
(A2019-9815)

Published: May 28, 2019

AUTHORS

Xisi Yang, HHL Leipzig Graduate School of Management/Chair of Marketing Management; Anja Weber, HHL Leipzig Graduate School of Management; Anna-Katharina Jäger, HHL Leipzig Graduate School of Management/Chair of Marketing Management

KEYWORDS

Environmental message; Locus of control; Green purchase

ABSTRACT

Previous research shows that the perception of one’s ability to improve the environment can increase pro-environmental purchases. However, research is missing on the question how this perception can be strengthened most effectively. Therefore, this study examines the manipulability of internal environmental locus of control (IN-ELOC) by adding three different types of environmental messages (direct environmental impact; indirect impact via company; combination) to the product information in the web-interface of an online shop in two survey-based experiments with Chinese consumers (n1=144; n2=152). Messages significantly increase consumers’ IN-ELOC when they emphasize consumers’ indirect impact on the environment via influencing companies in the product category of organic food. Messages that combine the direct and indirect impacts achieve significant outcomes for recycled paper product. The assumption that increased IN-ELOC promotes willingness to buy is partly supported by our results.