The Role of Future Orientation in Green Product Adoption and Marketing: A Study of Hybrid and Conventional Car Ownership

摘要

Green marketing has moved beyond an environmental focus to also include economic and social considerations.The authors link consumers’future orientation characteristics-consideration of future consequences(CFC), risk aversion, need for social recognition(NSR)-to their preferences for green(versus conventional)cars.They also examine the relative importance of environmental and economic benefits.Using data from car owners, they find green car ownership is positively related to CFC and NSR and negatively related to risk aversion.Economic benefits relate more strongly to green car preference than environmental benefits among later versus earlier buyers.Implications and future research directions are discussed.