Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles
Abstract
:1. Introduction
2. Literature Review and Hypotheses Development
2.1. Possible Common Values Affecting Luxury and Green Purchase Behaviors
2.2. The Effect of Conspicuous Value on Luxury and Green Automobile Buying Intentions
2.3. The Effect of Hedonism on Luxury and Green Automobile Buying Intentions
2.4. The Effect of Uniqueness on Luxury and Green Automobile Buying Intentions
2.5. The Effect of High Quality on Luxury and Green Automobile Buying Intentions
2.6. The Effect of the Extended Self on Luxury and Green Automobile Buying Intentions
3. Methodology
3.1. Procedures
3.2. Sample
3.3. Data Analyses
4. Results
4.1. Assessment of the Measurement Specification
4.2. Common and Contradictory Motivations for Luxury and Green Automobile Purchase Intentions
5. Discussion
5.1. Academic Contribution
5.1.1. Common Motivations
5.1.2. Contradictory Motivations
5.1.3. Motivations for Purchase Intentions of Green Automobiles
5.2. Managerial Contributions
6. Limitations and Future Research Suggestions
Author Contributions
Funding
Conflicts of Interest
References
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Values | Characteristics according to Vigneron and Johnson (2004) [19] | Characteristics according to Dubois et al. (2001) [28] |
---|---|---|
Conspicuousness—determines the “perceptions of price and social status associated with the brand” [19] | Conspicuous Elitist Extremely expensive For the wealthy | Conspicuous Elitist Very high price Differentiated from others |
Uniqueness—“Is in evidence when status-sensitive consumers come to reject a particular product when it is seen to be consumed by the general mass of people” [30,31] | Very exclusive Precious Rare Unique | Scarcity Uniqueness |
Quality—“Excellent quality is a sine qua non, and it is important that the premium marketer maintains and develops leadership in quality” [32] | Crafted Luxurious Best quality Sophisticated Superior | Not mass-produced Rather like luxury Excellent quality Good taste |
Hedonism—shows how well premium products provide pleasure [33] | Exquisite Glamorous Stunning | Pleasure Aesthetics Beautiful |
Extended Self—social referencing and the construction of an individual’s self could lead to consumption [30] | Leading Powerful Rewarding Successful | Refined people |
Value Perception | Relationship with Luxury Purchase Intentions | Relationship with Green Purchase Intentions |
---|---|---|
Conspicuousness | Conspicuousness positively influences luxury purchasing [19] | High pricing negatively influences green purchasing [36,39] |
Premium pricing has no positive effect on green purchasing [34,40] | ||
Low pricing positively influences green purchasing [41,42] | ||
Hedonism | Hedonism positively influences luxury purchasing [19,30] | Hedonism positively influences green purchasing [26,35,43,44]. |
Self-enhancement values (e.g., hedonism) are negatively related to green purchasing [36,45] | ||
Uniqueness | Uniqueness positively influences luxury purchasing [19] | Uniqueness positively influences green purchasing [17,46] |
Limited availability has a negative effect on green purchasing [44,46,47] | ||
Quality | High quality positively influences luxury purchasing [19,30] | Quality positively influences green purchasing [26,48,49] |
Extended self | The extended self positively influences luxury purchasing [19] | The extended self positively influences green purchasing [50,51] |
Cronbach’s Alpha | Composite Reliability | Average Variance Extracted | |
---|---|---|---|
Luxury automobile | |||
Conspicuousness | 0.751 | 0.653 | 0.374 |
Uniqueness | 0.782 | 0.848 | 0.583 |
Quality | 0.785 | 0.852 | 0.540 |
Hedonism | 0.814 | 0.888 | 0.725 |
Extended self | 0.850 | 0.898 | 0.687 |
Purchase intentions | 0.859 | 0.904 | 0.703 |
Green automobile | |||
Conspicuousness | 0.838 | 0.852 | 0.599 |
Uniqueness | 0.828 | 0.884 | 0.657 |
Quality | 0.840 | 0.887 | 0.612 |
Hedonism | 0.871 | 0.920 | 0.794 |
Extended self | 0.877 | 0.915 | 0.730 |
Purchase intentions | 0.893 | 0.887 | 0.756 |
Conspicuousness | Uniqueness | Quality | Hedonism | Extended Self | Purchase Intentions | |
---|---|---|---|---|---|---|
Conspicuousness | ||||||
Uniqueness | 0.683 | |||||
Quality | 0.656 | 0.78 | ||||
Hedonism | 0.615 | 0.56 | 0.818 | |||
Extended self | 0.591 | 0.637 | 0.825 | 0.817 | ||
Purchase intentions | 0.124 | 0.237 | 0.324 | 0.303 | 0.356 |
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Aliyev, F.; Wagner, R.; Seuring, S. Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles. Sustainability 2019, 11, 3268. https://doi.org/10.3390/su11123268
Aliyev F, Wagner R, Seuring S. Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles. Sustainability. 2019; 11(12):3268. https://doi.org/10.3390/su11123268
Chicago/Turabian StyleAliyev, Farhad, Ralf Wagner, and Stefan Seuring. 2019. "Common and Contradictory Motivations in Buying Intentions for Green and Luxury Automobiles" Sustainability 11, no. 12: 3268. https://doi.org/10.3390/su11123268