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

Datos Bibliográficos

ID22418867
AutoresKimitaka Nishitani (0000-0003-1203-9343, Research Institute for Economics and Business Administration Kobe University Kobe Japan, autor de correspondencia), Eri Nakamura (0000-0001-7029-6001, Graduate School of Business Administration Kobe University Kobe Japan), Fumikazu Morimura (0000-0003-1066-8111, Graduate School of Business Administration Kobe University Kobe Japan), Yumi Nakamori (Daicel Corporation Osaka Japan), Tsugio Watanabe (Daicel Corporation Osaka Japan), Daisuke Furuta (Daicel Corporation Osaka Japan), Tomoya Mizuta (Daicel Corporation Osaka Japan)
Año2026
VolumenEarly View
Fecha de publicación2026-05-07
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaBusiness Strategy and the Environment (JOURNAL)
Identificadores de la revistaISSN: 0964-4733 • E-ISSN: 1099-0836
EditorialWiley (PUBLISHER • GB)
DOI10.1002/bse.70926
OpenAlexW7160521943
IdiomaEN
Referencias citadas70

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.

Ambiguity · Appeal · China · Green Marketing · Multinational corporation · Structural equation modeling · Environmental Education and Sustainability · Environmental Sustainability in Business · Sustainable Supply Chain Management