{"title":"Green Inspired Service Consumption: The Gen Z Consumer’s Perspective","authors":"Birgit Leisen Pollack","doi":"10.1080/15332969.2023.2213547","DOIUrl":null,"url":null,"abstract":"Abstract 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. GRAPHICAL ABSTRACT","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"44 1","pages":"206 - 226"},"PeriodicalIF":0.0000,"publicationDate":"2023-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2023.2213547","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract 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. GRAPHICAL ABSTRACT
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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