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Title: It is green, but is it fair? Investigating consumers’ fairness perception of green service offerings
Authors: Yuen, Kum Fai
Wong, Yiik Diew
Wang, Xueqin
Teo, Chee-Chong
Keywords: Service Fairness
Green Consumerism
DRNTU::Engineering::Environmental engineering
Issue Date: 2018
Source: Wang, X., Yuen, K. F., Wong, Y. D., & Teo, C. C. (2018). It is green, but is it fair? Investigating consumers’ fairness perception of green service offerings. Journal of Cleaner Production, 181, 235-248. doi:10.1016/j.jclepro.2018.01.103
Series/Report no.: Journal of Cleaner Production
Abstract: With the prevailing green skepticism, consumers tend to devalue firms' environmental claims and raise concerns on service fairness of green offerings. Applying theoretical insights from fairness literature to the context of green consumerism, this study examines the antecedents, consequences, and moderators of fairness perceptions in consumers' response to green service offerings. A scenario-based experiment is conducted (n 1⁄4 600) for data collection and the data are analyzed using Structural Equation Modelling (SEM). It is found that consumers' inferred relative profit (PRO) of the firm negatively influences their perceived fairness (FAI), whereas a positive inference on firms' motives (MOT) leads to a fairer perception by consumers. Furthermore, to a certain extent, firms' commitment to environment (F-ENV) and con- sumers' personal environmental commitment (C-ENV) serve as effective moderators that enhance consumers' fairness perception. However, multi-sampling moderation tests suggest that PRO remains as a persistent source of the unfairness perception regardless of the levels of C-ENV. It is only when F-ENV is present then consumers' unfairness perception would be attenuated. This study contributes to literature with a unique theoretical perspective of service fairness in examining consumers' behavioral response to green service offerings. Also, it provides practical insights to managing the effectiveness of firms' green initiatives by placing consumers’ fairness as a critical concern.
ISSN: 0959-6526
DOI: 10.1016/j.jclepro.2018.01.103
Rights: © 2018 Elsevier. This is the author created version of a work that has been peer reviewed and accepted for publication by Journal of Cleaner Production, Elsevier. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:CEE Journal Articles

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