| Title | Driven by personal or environmental gains? Investigating consumer motives behind purchasing long-lasting products |
|---|---|
| ID_Doc | 65687 |
| Authors | Jacobs, K |
| Title | Driven by personal or environmental gains? Investigating consumer motives behind purchasing long-lasting products |
| Year | 2023 |
| Published | |
| Abstract | This study investigates the psychographic antecedents of consumers' preference for product longevity when purchasing electrical home appliances. The motivational factors behind this preference are determined by using a conceptual model that combines Lancaster's consumer theory with theory of planned behaviour and theory of basic human values. The analysis is built on survey data collected from a population-representative sample of 499 German consumers. Using structural equation modelling, it is found that consumers' preference for a long product lifetime is fostered by a respective positive attitude, but only if it is driven by personal rather than environmental gains. Furthermore, biospheric values enhance both attitude types, while stimulation values inhibit them; hedonic values only enhance attitude based on personal gains. Therefore, business practitioners are advised to communicate the personal benefits of long-lasting electrical home appliances and promote business models for product longevity that account for product variety and up-to-dateness. Policymakers should further develop educational measures to strengthen biospheric values and pro-environmental attitudes towards product longevity in society. |
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