The role of motivations in the construction of patronage intention of innovative green products

2022. Academia Revista Latinoamericana de Administraci?n. https://doi.org/10.1108/ARLA-07-2021-0140

Eduardo Torres M, Agustín Vidal B

Abstract:

Purpose: The purpose of this article is to analyze how autonomous and controlled motivations influence the formation of patronage intention of innovative green products. Additionally, the role of positive affect in these causal relationships is analyzed, as is the moderating role of social norms.   Design/methodology/approach: Data was collected through an online self-administered questionnaire. The paper reports the results of a quantitative study based on a sample of 338 people of 24 years old or older, with different levels of education and motivations in terms of acting in favor of the environment. To ensure the reliability and validity of the constructs, an exploratory and confirmatory factor analysis was used. To test the proposed research model, the methodology of structural equations was used.   Findings: The results indicate that autonomous motivations contribute positively to the formation of patronage intention toward innovative green products, while controlled motivations influence negatively. Additionally, it was observed that positive affect fulfils a relative role in the formation of patronage intention and that social norms act as moderators of these causal relationships.   Originality/value: Considering the relevance of the consumption of green products, as well as how companies can achieve the patronage intention of the consumer, this study shows a high level of originality in the sense that it analyses the role of motivations and positive affect in the formation of patronage intention of green products, especially when these are perceived as innovative.   Practical implications: These findings serve as a base for companies to identify those segments of consumers that are motivated autonomously by care for the environment and thus to design effective strategies to achieve their patronage intention.

Palabras claves: Green products, Patronage intention, Innovative products, Motivations

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