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Green Inspired Service Consumption: The Gen Z Consumer's Perspective

This study assesses moderated mediation effects of both cognitive factors and emotions influencing the linkage between service greenness and Gen Z's purchase intentions. Using data from 612 observations pooled across multiple studies and service scenarios, the findings affirm that emotions medi...

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Bibliographic Details
Published in:Services marketing quarterly 2023-07, Vol.44 (2-3), p.206-226
Main Author: Leisen Pollack, Birgit
Format: Article
Language:English
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Summary:This study assesses moderated mediation effects of both cognitive factors and emotions influencing the linkage between service greenness and Gen Z's purchase intentions. Using data from 612 observations pooled across multiple studies and service scenarios, the findings affirm that emotions mediate the relationship between service greenness and purchase intent. Additionally, Gen Z consumers with greener consumption values show a stronger emotional connection to service greenness. Surprisingly, the findings show a stronger emotional connection for a more functional service and gender had no moderating effect. The findings contribute to service theory and assist managers with reaching Gen Z more effectively.
ISSN:1533-2969
1533-2977
DOI:10.1080/15332969.2023.2213547