Green Marketing for Hedonic and Utilitarian Products Shane Bass Date: 14/06/2020

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Green Marketing for Hedonic and Utilitarian Products

Shane Bass

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Shane Bass

Faculty of Economics and Business

MSc. Marketing Management

Masters Thesis

s.bass@student.rug.nl

Date: 14/06/2020

S4065816.

This Master's Thesis was written as part of the Masters of Marketing Management under the supervision of Dr. Marijke Leliveld and the secondary supervision of Dr. Judith De Groot.

literature were developed and tested in a questionnaire format. Two conditions (hedonic and utilitarian) were exposed to green marketing which were environmentally focused and two conditions (hedonic and utilitarian) were exposed to traditional marketing which focused on performance attributes. Each subject's organization perceptions was measured based on perceptions of general attitude, corporate social relations and manipulative intent. These

organization perceptions were then used to measure purchase intention. The results showed that organization perceptions significantly affect purchase intention.

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The importance of environmental wellbeing has never been more relevant. This is due to the concerns of the continued degradation and pollution of the environment (Botkin et al., 2007). Climate change will lead to more extreme weather conditions, land becoming fruitless for farming, the extinction of a plethora of species, and conditions which facilitate the rapid spread of disease (Schnellnhuber, 2007). At the very least, to circumvent only the most extreme

consequences, action must be taken to curtail all greenhouse gasses by 2050 at the latest (Siegert et al., 2020). In other words, times are changing and the need for environmentalism is now a top priority of international political agenda (White et al., 2020). Furthermore, approximately 70% of the global carbon footprint is caused by 100 corporations. Thus, corporate efforts to increase sustainability are pivotal for ecological healthiness (Riley, 2020). The literature advocates the strategy of being socially and environmentally responsible in order to harbour more positive consumer perceptions of a firm and subsequently leads to higher profitability. Corporations employing new business models which favour sustainable consumption have the potential to garner greater long term profits.(White et al., 2020). This thesis will focus on the effect of green marketing on the consumer’s purchase intentions.

Similar to the work of Dangelico & Vocalelli (2017), the present study will examine green marketing as the combination of environmental sustainability and marketing. Although certain articles cited use the words “green”, “greener”, “eco”, “ecological”, “environmental”, “sustainable” and “sustainability” which may have somewhat different meanings in this thesis they are used interchangeably. Green marketing is defined as “the process of planning,

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organizational goals are attained, and (3) the process is compatible with eco-systems” (Fuller, 1999, p.4).

Schuwerk and Lefkoff-Hagius (1995), conducted research which compared the effect of green and non-green advertising on purchase intention for toilet roll. This is one of few studies which compares green and non-green marketing. They found that green marketing had a significantly more positive effect on purchase intention than traditional (non-green) marketing. The accepted definition at the time of this study was “concerned with all marketing activities that have served to help cause environmental problems and that may serve to provide a remedy for environmental problems” (Henion & Kinnear, 1976). However, as environmental degradation has progressed, the corporate response has too. In other words, times have changed since this study, and the concept of green marketing has evolved with the times. This can be observed through comparing the accepted definition at the time of the study, and the definition provided by Fuller (1999, p.4). ). Green marketing can no longer simply be viewed as a variation of conventional marketing (Polonsky & Rosenberger, 2001). Accordingly, the later definition highlights the need to prioritise environmental compatibility as equally important as satisfying customer needs and wants. The contribution of this paper is timely as not just have times changed, but the concept of green marketing has been neglected in recent years. In sum, green marketing has not been researched appropriately of late, especially considering it has evolved so much.

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claiming to be environmentally conscious now more than ever (White et al., 2020).

Subsequently, more and more firms have shifted from ‘traditional’ marketing to green marketing in order to capitalise on the burgeoning green consumer segment (Chen, & Chang, 2012; Dwyer et al., 2009; Haden, Oyler & Humphreys, 2009; Kotler, 1972; Peattie & Crane, 2005; Polonsky & Rosenberger 2001; Porter & Kramer, 2006). In sum, times have changed in three respects. Firstly, the state of the environment has worsened. Secondly, green marketing has evolved. Finally, consumers' environmental concern has increased.

These three facts in conjunction with the lack of recent research on green marketing calls for this investigation. This current study is not a direct replication but builds on Schuwerk & Lefkoff-Haguis (1995) by replacing a cost saving appeal with a high performance appeal and excluding price as a factor. The reason for this is to ensure that preference stems from

environmental concern, rather than other factors such as price. However, I do expect to replicate Schuwerk & Lefkoff-Haguis (1995) finding that green marketing leads to higher purchase intention than traditional marketing due to the growing emphasis on sustainability.

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The Influence of Organization Perceptions on Purchase Intention

Green marketing is also important as it defines the company’s identity, which empowers green consumers to identify with an organization and subsequently, evolves a potential customer into an ambassador for the firm (Bhattacharya, & Sen, 2010). This enables the consumer to harbour an affinity which surpasses product level, but creates a bond between the consumer at an

organizational or brand level (Bhattacharya, & Sen, 2003). In other words, green marketing plays an integral role in shaping consumer perceptions of the organization. Moreover, a positive

perception of an organization, expectedly, increases willingness to buy i.e. purchase intention (Creyer, 1997; Mohr & Webb 2005; Sen & Bhattacharya, 2001). Hence, why green marketing has been found to enhance financial performance (Peters & Mullen, 2009). This thesis will provide a more holistic comparative of green and traditional marketing than that of Schuwerk & Lefkoff Hagius (1995), through the addition of organization perceptions which is operationalized through Corporate Social Responsibility (CSR) and manipulative intent as well as general

attitude.

General attitude has long been recognized as a critical factor in successfully marketing a service (Yoon, Guffey, & Kijewski, 1993). General attitude is still the foundation of how organization perceptions is measured, however it is the addition of CSR and manipulative intent which facilitates the unique contribution of this paper.

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innovation (Sherer & Lee, 2002), long term financial performance (Peters & Mullen, 2009), employee acquisition and retention (Bauer & Aiman-Smith, 1996; Brammer & Millington, 2005;Fombrun & Shanley,1990; Turban & Greening, 1997) product satisfaction (Brown & Dacin,1997) and appealing to new markets (Berrone & Gomez‐Mejia, 2009; Godfrey, 2005; Khanna & Damon, 1999; Sharma & Vredenburg, 1998; Shrivastava, 1995). CSR and green marketing in particular, enhances consumer perceptions of an organization (Bhattacharya, & Sen, 2003). This need for corporations to integrate environmental CSR has been recognized

frequently within the literature (Csikszentmihalyi 2000; Peattie and Peattie 2009, Ripple et al., 2017). Although CSR was once quite a basic concept, times have changed and it has evolved into a strategic tool which one could argue is necessary for corporate success (Kiessling, Isaksson, & Yasar, 2016). The reason being is nowadays, most firms are actively involved in CSR relations. Ergo, to overlook CSR as a critical aspect of business is to give competitors a head start and provide them with an opportunity which may lead to a sustainable competitive advantage (SCA) (Aaker, 2010).Green marketing has become an essential aspect of modern CSR (Chaudhary, Tripathiv & Monga, 2011) Thus, including items related to CSR when examining a concept like green marketing which is inherently linked will lead to more comprehensible results. Hence, three of the items used to measure the independent variable organization perceptions are directly related to CSR.

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There is an abundance of literature related to greenwashing (Delmas & Burbano, 2011; Kumar & Kumar, 2013; Parguel et al., 2011). Greenwashing is defined as the activity which “misinforms consumers with regard to the sustainability efforts of an organization or the apparent green benefits of a product or service” (Parguel et al., 2011). The obvious goal of greenwashing is to capitalise on the green consumer segment. The mere existence of greenwashing has a negative impact on green marketing due to the risk of manipulative intent. Previous research insinuates this practice as the most significant barrier preventing the widespread success and adoption of green marketing (Chen & Chang, 2013; Kumar & Kumar, 2013). Additionally, Newman et al., (2014), state that communicating green benefits also induces consumers to use lay theories such as, the zero-sum heuristic. In essence, consumers infer that organizations allocating resources on improving the green aspects of a product or service, requires trading off resources from another aspect of the product or service such as performance (Newman et al., 2014). Therefore,

sometimes consumers feel they are being incongruently manipulated into purchasing sub par products when purchasing green products rather than purchasing their conventional counterparts which employ performance centric marketing messages. In conclusion, manipulative intent is highly relevant,as it is negatively related to organization perceptions providing a balanced view of organization perceptions as opposed to only positively related items. Hence why four of the items measuring organization perceptions are directly related to manipulative intent. In the current thesis organization perception is operationalized using items related to general attitude, corporate social responsibility (CSR) and manipulative intent. Using these three constructs to operationalize organization perceptions I expect to find that

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Moderating Effect of Product Category

The current thesis has a second additional contribution absent from Schuwerk & Lefkoff-Haguis (1995) experiment. Namely the addition of a hedonic condition which aims to find more generalizable results. Product category is included as an independent variable and potential moderator by including a hedonic condition (which uses chocolate as the experimental product), whilst also including a utilitarian condition (which uses detergent in this study, as did the experiment of Schuwerk & Lefkoff-Hagius). The moderating effect of product category (hedonic vs utilitarian) on organization perceptions has been extensively investigated, with regard to traditional marketing (Voss, Spangenberg & Grohmann, 2003). However, it has largely been omitted within the literature of green marketing. Thus, this paper is concerned with

evaluating the moderating effect of product category on organization perceptions, for both green marketing and its traditional counterpart. Hence, this study builds on previous research of the effectiveness of green marketing and traditional marketing (Schuhwerk & Lefkoff-Hagius) through the addition of another heavily studied topic in the field of marketing, i.e product category (Dhar & Wertenbroch, 2000), thus being the first paper to focus exclusively on both topics.

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sales and reputation of a firm (Adkins, 2007) e.g when purchasing bottled water and another bottle is donated to an impoverished area where water scarcity is an issue. Importantly, the effectiveness of these CRM campaigns varies depending on the product. The type of product can be utilitarian or hedonic. Hedonic consumption is inherently related to the pleasure of

consumption rather than the actual acquisition of a product. Conversely, utilitarian consumption is intrinsically goal oriented, that is utilitarian consumption is a means to an end. The objective of utilitarian consumption is motivated by the need of completing a practical task e.g detergent/ toilet roll (Strahilevitz, 1999).

Furthermore, when the product category is hedonic this facilitates a higher price premium being perceived as fair (Dhar & Wertenbroch, 2000; Voss, Spangenberg & Grohmann, 2003). This willingness to pay a higher price has been attributed to allaying guilt which is inherent in hedonic products (Baghi & Antonetti, 2017; Dhar & Wertenbroch, 2000; Kivetz & Simonson, 2002; Okada, 2005; Prelec, & Loewenstein, 1998; Strahilevitz & Myers, 1998). It has been found that charitable donations also increase when bundled with hedonic goods (Strahilevitz & Myers, 1998). This has been referred to as the licensing effect, where intent to consume

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H3: Product category (hedonic vs utilitarian) has a positive moderation effect for green products when the product is hedonic and the dependent variable is purchase intention.

Fig. 1 Conceptual Model

Methods

Participants and Design

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effect of product category on advertising appeal. The sample consisted of 148 (49.2%) women and 153 (50.8%) men, with a mean age of 40 years (M=40.2, SD=12.577). Participants were randomly assigned to one of the 4 conditions of a 2 (type of marketing: traditional vs. green) x 2 (product category: hedonic vs. utilitarian) between-subjects design. This (Qualtrics) survey was distributed through the online MTurk software.

Procedure

A questionnaire was created using Qualtrics software and then distributed via an online platform (Mturk) which participants were asked to fill out and return. In each condition participants read a short extract where they were exposed to one of the four conditions. They were then asked to imagine that they were in the store and saw the product which they were exposed to. For the sake of internal validity all goods were priced similarly.

For the utilitarian condition detergent was the product chosen to use in the experiment. Prior research has utilised detergent for similar experiments (Schuhwerk & Lefkoff-Hagius, 1995; Strahilevitz & Myers, 1998). This is appropriate as the product is low involvement and there are multiple brands which boast green attributes and multiple brands which focus their marketing on performance attributes and the large majority of people will have purchased this. Conversely, chocolate was used in the hedonic condition. This too, is a low involvement purchase which is inherently hedonic. Moreover, chocolate is also a product which is regularly advertised and both traditional and green marketing are credible with this product

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packaging which appeared to be recycled. All four conditions were extremely similar other than the manipulations mentioned above. This was to ensure that manipulated aspects were

responsible for difference in responses. Below are examples of the text participants were provided with in each scenario.

Scenario 1: Traditional - Chocolate:

Imagine you are about to leave to go shopping but the last advertisement you see on the television captures your attention. It is an advertisement for Company X. This advertisement boasts “great quality and great tasting chocolate for the past 50 years”. You see the chocolate is packaged in brown and gold luxurious looking packaging. Imagine you are now in the

supermarket and see this chocolate.

Scenario 2: Green - Chocolate:

Imagine you are about to leave to go shopping but the last advertisement you see on the

television captures your attention. It was an advertisement for Company X. This advertisement boasts that it is ‘chocolate that is produced and packaged 100% sustainably’. You see the

chocolate is packaged in a green and brown recycled looking packaging. Imagine you are now in the supermarket and now see this chocolate.

Scenario 3 Traditional - Detergent:

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red and gold luxurious looking packaging. Imagine you are now in the supermarket and see this detergent.

Scenario 4 Green - Detergent:

television captures your attention. It was an advertisement for Company X. This advertisement boasts ‘detergent that is produced and packaged 100% sustainably’. You see the detergent is packaged in a green and brown recycled looking packaging. Imagine you are now in the supermarket and see this detergent.

This study used a Likert type scale to score respondents' questionnaires. This study used a seven-point likert scale, which measured responses ranging from 1 = strongly disagree to 7 = strongly agree to score respondents’ questionnaire. The items indicated the general attitude, their

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Results

The Effect of Advertising Appeal on Purchase Intention

A one-way between subjects ANOVA was conducted to compare the effect of advertising appeal on purchase intention for green and traditional conditions. There was not a significant effect of advertising appeal on purchase intention at the p <.05 level for the two conditions F(1,297) =.006, p = .939. The results showed that participants responded more favourably in the green condition (M = 4.90, SD = 1.456) than the traditional (M = 4.89, SD = 1.230). Thus, hypothesis 1; using green marketing compared to traditional marketing significantly affects purchase intention cannot be confirmed.

The Effect of Organization Perceptions on Purchase Intention

To test H2 and see if organization perceptions is a significant predictor of purchase intention a multiple linear regression was run. In line with hypothesis 2, a significant regression equation was found F(3,297) = 94.331, p < .000) with an R2_{of .488. Participants predicted purchase}

intention is equal to -560 +.153 corporate social responsibility +.141 manipulative intent +.704 general attitude. Purchase intention increased .153 for each unit of corporate social responsibility and .141 for each unit of manipulative intent and .704 for each unit of general attitude. Thus, general attitude, corporate social responsibility and manipulative intent were significant predictors of purchase intention. Thus, hypothesis 2; was supported.

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To test if product category has a positive moderation effect for green products when the product is hedonic and the dependent variable is purchase intention I ran a 2 x 2 analysis of variance. First, a univariate analysis of variance was run with the advertising appeal manipulation (green vs. traditional) and product category (hedonic vs. utilitarian) as the between participant

independent variables and participants’ purchase intention as the dependent variable. A marginal main effect was not found for advertising appeal F(1, 297) = .007, p = .933. Although,

participants responded more positively in the green conditions (M = 4.90, SD = 1.456) than the traditional (M = 4.89, SD = 1.230). Similarly, a main effect was not found for product category F(1, 297) = 7.029, p = .008. The analysis revealed that participants responded more favourably in the hedonic condition (M = 5.09, SD = 1.298) than the utilitarian condition (M = 4.67, SD = 1.353). Contrary to predictions, there was no interaction effect between the two independent variables F(1, 297) = .990, p = .321. Results show that participants responded more favourably in the traditional-hedonic condition (M = 5.15, SD = 1.180) than the green-hedonic condition (M = 5.01, SD = 1.419) and more positively in the green-utilitarian (M =4.76, SD = 1.501 ) than the traditional-utilitarian (M = 4.59, SD = 1.224).

Exploratory Analysis

A multiple linear regression was conducted to see if product category moderates the relationship between advertising appeal and organization perceptions. A significant regression equation was found F(3,297) = 94.331, p < .000) with an R2 of .488. Adding product category to model 1 as a moderator did not improve the model F(3,297) = 70.554 , p < .000) with an R2 of .488.

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The main aim of this research was to assess if green marketing, which has been increasingly engaged in by companies due to increasing demand from consumers (Chen, & Chang, 2012; Dwyer, Lamond & Lee, 2009; Peattie, 1995), may encourage enhanced purchase intention from consumers in comparison to its traditional counterpart. However, the current study did not find that the use of green marketing compared to traditional marketing significantly improved purchase intention. This hypothesis considered that the typical consumer’s environmental involvement would have increased to the point that sustainable consumption behaviour would have become the norm. There is an increased urgency for environmentalism which one would assume has led to an increase in the supply and demand of green products. Although, the apparent increase in sustainable demand is not reflected in the results of this study.

However, this does not necessarily mean that green marketing is less effective than traditional marketing. The below par performance of green marketing could be attributed to two points made in the theoretical framework. The literature which outlines corporate benefits of being socially responsible (Bauer & Aiman-Smith, 1996; Brammer & Millington, 2005;

Fombrun & Shanley, 1990; Sherer & Lee, 2002; Turban & Greening, 1997), the most frequently cited being long term financial performance (Peters & Mullen, 2009; Papadas et al., 2020). It is clear that these benefits are garnered in the long run. Thus, they are not realised in this thesis due to its short term focus, i.e purchase intention immediately after exposure to a single

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framework regarding the evolution of green marketing. Green marketing is not simply a variation of traditional marketing (Polonsky & Rosenberger, 2001). In practice, creating this fully green image is made much more possible as a company can properly develop a cohesive green corporate image through multiple and repetitive marketing campaigns. However, this thesis did not deliver a cohesive green image leading to an underwhelming purchase intention in the green condition.

Moreover, the current study predicted that organization perception positively affected purchase intention. The results of this study show that organization perceptions are indeed a driver of purchase intention. In line with literature on general attitude (Yoon, Guffey, &

Kijewski, 1993), CSR (Bhattacharya, & Sen, 2003) and manipulative intent (Cotte et al., 2005; Eagly et al., 1978; Wood & Eagly, 1981), the results show that enhancing these dimensions leads to more positive perceptions of the organization and ultimately augments a consumer's purchase intention. In conclusion, these dimensions are definite contributors to organization perceptions and therefore also purchase intention.

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therefore the donation is more salient than when purchasing a green product where there is no active donation, only an unknown reduction in environmental harm. Furthermore, the charities used in this study also had what is likely to have been perceived as a more salient cause. The charities used were all committed to helping people rather than the environment which may facilitate relatability (Strahilevitz & Myers, 1999).

Limitations

The questionnaire format of this thesis limits the applicability of the findings in two respects, the product and the context. Due to the lack of information which can be provided about the product on paper compared to a real life situation, such as smell and the visual aspect of the product, purchase intention may differ drastically from a direct experience in comparison to the indirect experience prevalent in this thesis (Hamilton & Thompson, 2007). Furthermore, a questionnaire does not reflect a realistic scenario in which consumers make a purchase decision. In the context in which people usually buy a product, factors such as time pressure and relative price play a role as well. Most importantly, the consumer actually needs the product in reality, whereas with the questionnaire format an actual need cannot be implemented (Carrington et al., 2010).

The lack of tangible product information, in conjunction with the absence of realistic purchasing scenarios inhibits the value of the data. These limitations are reflected in the

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Furthermore, it is well documented across multiple studies such as ethics (Carrington, 2010; Godin, 2005) and self discipline (Sniehotta et al., 2005) that intention and behaviour are separate constructs. In other words, intention is not always a valid predictor of behaviour and as this was not a field experiment, the results cannot categorically guarantee accuracy when applied to real life scenarios.

Theoretical Implications and Future Research

Organization perceptions were found to be a key driver of purchase intention. Additionally, CSR and manipulative intent were found to be valid predictors of organization perceptions as implied within the theoretical framework. A theoretical implication of this thesis is the value of adding these constructs when measuring the effectiveness of green marketing, and traditional for that matter, when predicting purchase intention.

However, there were limitations of this thesis which if addressed could lead to valuable results. Firstly, future research could use a field experiment in order to maximise external validity. For example, if a stand was set up in a shopping environment where participants could actually interact with the product, and choice was more likely to be made due to the fact that the consumer potentially needs the product, external validity could be improved and more

comprehensible results may be acquired. Furthermore, this would also counteract the zero-sum heuristic as the quality of the product could be tested by participants rather than simply inferred from marketing communications. Finally, this would also bridge the gap between intention and behaviour again improving external validity.

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when making purchase decisions (Strahilevitz, 1999). Alternatively, future research could focus on an amalgamation of green marketing and CRM. In essence, companies looking to integrate green marketing could utilise CRM where proceeds go to non-governmental organisations who focus on environmental conservation. This in turn could facilitate a more cohesive green image and make green marketing efforts more successful as it reduces the perception of greenwashing.

In conclusion, green marketing is a product of continuous evolution. The present study finds that general attitude, CSR and manipulative intent are significant predictors of purchase intention. Although, no evidence was found to support the idea that green marketing is favoured to

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Appendix

Table 1 Scales and Items used Dependent Variable Items

a) Organization Perceptions

General Attitude a) Dislike-Like b) Negative-Positive

c) Unfavourable-Favourable d) Bad-Good

Corporate social responsibility a) I think this company is socially responsible

b) I think this company has legitimate interest in improving society

c) I have sincere doubts about the ability of the company to keep its promises they make in the advertisement (R)

Manipulative Intent a) The way this ad tries to persuade people seems acceptable to me. b) Company X tried to manipulate the audience in ways that I don’t like. c) I was annoyed by this ad because company X seemed to be trying to inappropriately manage or control the consumer audience (R)

d) This ad was fair in what was said and shown (R)

b) Purchase Intentions a) I would purchase this product

Table 2 Main and interaction effects

Dependent Variable Main/ Interaction Effect

a) Organization Perceptions

General Attitude

Product Category F(1,297) = 15.773, p = .000

Advertising Appeal F(1,297) = .000, p = .989

Product Category x Advertising Appeal F(1,297 )= .000, p = .708 CSR

Advertising Appeal F(1,297) = 112.321, p= .000

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Manipulative Intent

Advertising Appeal F(1,297) = .8.650, p = .004

Product Category x Advertising Appeal F(1,297) = .5.498, p = .020

b) Purchase Intention

Advertising Appeal F(1,297) = .8.650, p = .004

Product Category x Advertising Appeal F(1,297) = .5.498, p = .020

Table 3 Summary of means and standard deviations for the dependent variables

Dependent Variable

a) Organization Perceptions Hedonic Utilitarian

General Attitude M SD M SD Green 5.8013 1.02909 5.3750 1.15033 Traditional 5.8441 0.88974 5.3289 1.0394 CSR Green 5.45743 1.01945 5.2473 1.09467 Traditional 4.3529 0.78907 3.9518 1.015 Manipulative Intent Green 5.8333 1.04654 5.7097 1.19356 Traditional 5.7559 1.04723 5.023 1.20428 b) Purchase Intention Green 5.01 1.419 4.76 1.501 Traditional 5.15 1.18 4.59 1.224

Appendix 4 Full Questionnaire

Thank you for participating in this study. We are interested in your perceptions regarding a specific company and their advertising campaign.

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your name. Completing the survey will take approx. 2 minutes. You will receive $0.30 for participating.

When you click "I AGREE", you confirm that you have read this text, you have no further questions concerning participation in the study, and you are 18 years or older.

I agree = continue

I do not agree = survey ends 4 Scenarios

Scenario 1: Traditional-Chocolate:

Imagine you are about to leave to go shopping but the last advertisement you see on the television captures your attention. It is an advertisement for Company X. This advertisement boasts “great quality and great tasting chocolate for the past 50 years”. You see the chocolate is packaged in brown and gold luxurious looking packaging. Imagine you are now in the

supermarket and see this chocolate.

Scenario 2: Green- Chocolate:

television captures your attention. It was an advertisement for Company X. This advertisement boasts that it is ‘chocolate that is produced and packaged 100% sustainably’. You see the

chocolate is packaged in a green and brown recycled looking packaging. Imagine you are now in the supermarket and now see this chocolate.

Scenario 3 Traditional- Detergent:

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red and gold luxurious looking packaging. Imagine you are now in the supermarket and see this detergent.

Scenario 4 Green- Detergent:

television captures your attention. It was an advertisement for Company X. This advertisement boasts ‘detergent that is produced and packaged 100% sustainably’. You see the detergent is packaged in a green and brown recycled looking packaging. Imagine you are now in the supermarket and see this detergent.

See Table 4 for all items.

Manipulation Check: Astrology has always had a big influence on people’s lives. Every day, people check their horoscope based on their date of birth. For some people, this is more important than for others, but the fact is that it still provides a highly profitable market. Some people claim that their horoscope sign also influences how thoroughly they read text. This question is designed to study this. Below, you find a question asking you about your astrological sign. Ignore this question and indicate your favorite sport instead. This question will help us better understand the influence of astrological signs on behavioral decision-making.

Please indicate your astrological sign (for example, Aquarius, Pisces, or Aries):

If you have any remarks or comments about this study, you can write these below. You can also leave it blank.

What is your age?

What is your gender? Male, Female, Other

Green Marketing for Hedonic and Utilitarian Products Shane Bass Date: 14/06/2020

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