The Interplay of Product Involvement and Sustainable Consumption: An Empirical Analysis of Behavioral Intentions Related to Green Hotels, Organic Wines and Green Cars

Prior research has not fully shown how type and level of product involvement can have different effects on behavioral intentions regarding different green products. The purpose of this study is to examine how consumer involvement affects purchase intentions, willingness to pay more and willingness to sacrifice for three green products – green hotels, organic wines and green cars. By applying consumer involvement and elaboration likelihood theory, this study investigates whether significant differences exist between high‐ and low‐involvement consumers' behavioral intentions for these three environmental products. Results reveal that consumers' behavioral intentions depend strongly on the type of environmental product considered and the underlying type and extent of involvement associated with the product category. As products can be distinctly different depending on the associated involvement, consumption dynamics and attributes, it is important for marketers to take note of the differences when designing marketing campaigns for green products.