Leveraging the Strategic Promotion of Green Consumption Amid Financial Scarcity: The Atypicality Advantage
研究发现，当消费者感到财务稀缺时，他们更偏好非典型绿色产品，且这种效应在文化宽松度高的群体中更明显，为企业绿色产品创新和推广策略提供指导。
ABSTRACT Promoting green products is challenging, especially when consumers subjectively experience financial scarcity. Drawing on fluid compensation theory, we propose and test the strategic advantage of atypical green innovation products. Four studies (with 670 participants) revealed that consumers would have a stronger preference for atypical (versus typical) green products amid financial scarcity. Furthermore, we have found that the effect of financial scarcity on the increasing preference for atypical green products is more pronounced among consumers with higher cultural looseness (versus tightness). Our research contributes to advancing both research and practices by providing insights into how to select strategic paths for corporate green product innovation (whether radical or incremental), refine promotion strategies for green products amid the global economic downturn, and leverage cultural differences to promote green consumption.