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Samenvatting What Makes It Green?

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Marketing (6012B0420Y)

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Universiteit Van Amsterdam (UvA)

What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products. Journal of Marketing.

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Geupload op 16 oktober 2023
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What makes it green?

This article, published in the Journal of Marketing in January 2015, discusses how
consumers evaluate the greenness of products and how the presence of
environmentally friendly attributes can affect their perception of a product's overall
environmental friendliness. The authors explore the concept of attribute centrality
and its influence on consumers' evaluations.

The study begins by highlighting the growing importance of environmental concerns
among consumers and the challenges of assessing the environmental benefits of
products due to the prevalence of "greenwashing," where companies make false or
misleading environmental claims.

The main focus of the research is to investigate how consumers perceive the
greenness of a product, particularly when a specific environmental benefit is
associated with a particular attribute of the product. The authors propose that
environmental benefits linked to central attributes of a product will lead to a higher
perception of overall greenness compared to the same benefits associated with less
central attributes.

The article discusses four empirical studies conducted to provide support for this
proposed relationship between attribute centrality and overall greenness evaluations.
The studies involve manipulating attributes of products, categories, and
dependencies to examine the influence of centrality on consumers' judgments of a
product's greenness.

Overall, this research contributes to the understanding of how consumers evaluate
the greenness of products and how the centrality of environmentally friendly
attributes influences their perceptions. It addresses a gap in the existing literature by
exploring the factors that lead to the perception of a product as more or less green.

The article discusses a series of studies focused on how the centrality of green
attributes in a product affects consumers' perceptions of its environmental
friendliness. The researchers conducted experiments using various products,
including mattresses, panini makers, waffle makers, and computers, to examine the
impact of different attributes and their centrality on green evaluations. The studies
found that when a green attribute was associated with a central component of a
product, consumers perceived the entire product as more environmentally friendly.
Furthermore, the effect of centrality was moderated by the level of dependency
between the attribute and other product features. These findings suggest that
consumers are more likely to view a product as green when the green attribute is
integral to the product's core functionality.

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