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首页> 外文期刊>Journal of Business Research >Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance
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Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance

机译：做出展示的环保产品始终表现更好吗？心理距离的调节作用

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摘要

With the deterioration of the human living environment, the consumption of eco-friendly products has received increasing attention, specifically with regard to morality. Given the positive metaphorical associations between morality and up-position, up-displayed eco-friendly products can enhance consumers' positive responses to such products. More importantly, we find that the up-position enhancement effect depends on consumers' psychological distance from environmental issues. The results from five studies (Studies 1a, 1b, 1c, 2, and 3) demonstrate that when consumers perceive a far psychological distance from environmental issues, up-displaying ecofriendly products can enhance their processing fluency for product information, resulting in more positive product evaluations and higher purchase intentions. However, the enhancement effect of up-displaying ecofriendly products is attenuated when consumers perceive environmental issues as proximal to them. The present findings theoretically contribute to dual-processing models and construal level theory and provide practical benefits to companies' marketing strategies of eco-friendly products.
机译：随着人类生活环境的恶化，生态友好产品的消费已得到越来越多的关注，特别是在道德方面。鉴于道德和上帝位置之间的积极隐喻协会，展示环保的环保产品可以增强消费者对此类产品的积极回应。更重要的是，我们发现上方的增强效果取决于消费者与环境问题的心理距离。五项研究的结果（研究1A，1B，1C，2和3）表明，当消费者感知到与环境问题的心理距离相对，以上显示EcoFriendly产品可以增强其处理流畅性的产品信息，从而提高产品信息评估和更高的购买意图。然而，当消费者将环境问题视为近端时，Up展示Ecofriendly产品的增强效果被衰减。本研究结果从理论上有助于双加工模型和构建水平理论，为公司的环保产品营销策略提供实际效益。

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