The Greenconsumption Effect on Consumer Experience

Imagine a person going to a movie theater to watch a 3D movie. As he enters the movie theater, he is provided with a pair of 3D glasses. Before the movie begins, he is informed on the screen that the 3D glasses were produced from recycled materials. Would he enjoy watching the movie more or less when using the green 3D glasses compared to using conventional 3D glasses?

In many situations, consumers use green products without a deliberate choice to use or purchase the product. A recent research, published this month in the Journal of Consumer research explores how using a green product (e.g., a pair of headphones made from recycled materials) influences the enjoyment of the accompanying consumption experience (e.g., listening to music), even if consumers have not deliberately chosen or purchased the product. Five experiments in actual consumption settings revealed that using a green (vs. conventional) product enhances the enjoyment of the accompanying consumption experience, referred to as the greenconsumption effect. Merely using a green product makes consumers perceive an increase in the extent to which they are valued as individuals by society, which leads to warm glow feelings, and consequently enhances the enjoyment of the accompanying consumption experience. From a business point of view, this research identifies instances where brands can benefit from going green and encourages marketers, especially service providers, to promote green products that are instrumental in consumption experiences.

 You can read more in the research paper in the Journal of Consumer Research