Enhancing Green Purchase Intentions: The Effects of Product Transformation Salience and Consumer Traceability Knowledge

Abstract

Drawing on the literature on green innovation, recycling, digitalization, and human associative memory (HAM) theory, this study applies the concept of product transformation salience (PTS) to the context of green consumption, investigating how PTS affects consumer green purchase intention. This study also examines a mediating variable (perceived green brand coolness) and a moderating variable (consumer traceability knowledge) that are related to green innovation and green skepticism. Three experimental studies were used to test our proposed hypotheses. Our results demonstrate that presenting PTS leads to higher green purchasing intentions compared to conveying a general green message without PTS information. Furthermore, perceived green brand coolness partially mediates the relationship between PTS and purchase intention, indicating that PTS enhances brand coolness and purchase intention more strongly. Moreover, when consumer traceability knowledge is high, the presence of PTS leads to greater purchase intentions than when PTS is absent. Alternatively, when consumer traceability knowledge is low, a general green message increases green purchase intentions. Our findings have significant implications for successfully implementing green communication strategies and promoting green and digital transformation.