How Can Eco‐Friendly Products Be Marketed Effectively? Evidence From a Multinational Study on the Intention–Behaviour Gap for Smartphones Made With Eco‐Friendly Substitute Materials
基于2024年在日本、德国、中国和美国开展的调查，研究了消费者对环保智能手机的购买意图与实际购买行为之间的差距，发现自利动机限制了支付意愿，而清晰的信息能缩小这一差距。
ABSTRACT As global environmental concerns intensify, firms are increasingly expected to embed environmental responsibility into their core strategies. However, uncertainty remains over whether eco‐friendly initiatives are economically rewarded, reflecting ambiguity in consumers' true environmental preferences. Although consumers frequently express positive intentions towards eco‐friendly products, these rarely translate into actual purchases—an issue known as the intention–behaviour gap. This study empirically examines the psychological mechanisms underlying this gap using data from a 2024 survey undertaken in Japan, Germany, China and the United States. Cross‐national partial least squares structural equation modelling reveals that while both altruistic and self‐interested motives shape purchase intentions, self‐interest largely constrains willingness to pay. Providing clear, specific information about environmental and consumer benefits narrows the intention–behaviour gap, especially for recycled and plant‐based plastics. These findings show that effective marketing must appeal to consumers' self‐interest through functionality and reliability while reinforcing environmental value with credible, transparent communication.