How to weigh in on sustainability trends? Sustainable consumption by electric scooter customers and its implications for green marketing
Authors: Tai-Wei Chang; Yu-Shan Chen; Stanley Y. B. Huang
Journal: Corporate Management Review. Dec. 2021, 41(2): 39-79
Keywords: Responsible environmental behavior model, green absorptive capacity, environmental consciousness, green purchase behavior, government subsidy policy.
Abstract:
The United Nations’ carbon neutrality goal has accelerated the transition from fossil fuel–powered vehicles to green ones, and this issue has gradually attracted the attention of young people in Taiwan to electronic scooters. Therefore, it is important to understand how to popularize the use of electric scooters under this sustainable trend, because the use of green product (e.g., the electric scooter) is an important source of environmental sustainability. In this study, the effects of environmental consciousness, green absorptive capacity, environmental attitude, government subsidy policy, and green product information asymmetry on responsible environmental behavior and sustainable consumption are studied. It developed an environmental responsibility model and obtained by surveying 551 responses to model the environmental behaviors of electric scooter users in Taiwan, which has a high motorcycle density, and develop strategies for reducing the usage of motorcycles running on fossil fuels. In this study, evidence was found for the influences of all the aforementioned factors except green product information asymmetry. Thus, the results of this study support the applicability of the environmental responsibility model to electric scooter users. Consumer cognition and personal factors have crucial influences on responsible environmental behaviors and intentions. Moreover, government subsidies are the key to enhance the popularity of electric scooters. The results of this study, which examines the environmental behaviors of many scooter users in Taiwan, can help governments better promote green vehicles in particular and sustainable consumption in general.