Benefiting from Payment of Green Premiums: Costly Signals that Incentivize Consumers to Pay Them——Based on SPSS Analysis

DOI

10.2991/978-94-6463-845-5_34How to use a DOI?

Keywords

Green premium; Perceived value; Costly signaling theory; Need for status; Green products; Altruism type

Abstract

This study is from the perspective of benefiting consumers that explore the factors that can affect consumers’ willingness to pay green premium, and investigates the relationship between product features (i.e., eco-label and green brand image) and identity features (i.e., pro-environmental belief, need for status, and need for uniqueness) as costly signals affecting consumers’ willingness to pay a green premium, and considers the mediating effect of perceived value. It also explores whether there are differences between pure altruism (i.e., pro-environmental belief) and competitive altruism (i.e., status and uniqueness) on consumers’ willingness to pay green premiums. Based on a structural equation model and 365 questionnaires, spss and software were used for data analysis. Empirical results show green brand image, eco-label, need for status and need for uniqueness can indirectly positively improve consumers’ willingness to pay green premium, and perceived value plays a mediating role in this mechanism. But there is no significant relationship between pro-environmental belief and willingness to pay green premium or between perceived value. This study is the first to show how costly signals affect consumers’ responses to the green premium, it shows that competitive altruists (i.e., status and uniqueness) are more likely to respond to willingness to pay green premium than pure altruists (i.e., pro-environmental belief). And expanding costly signaling theory research in the field of green consumption.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qing Tang
AU  - Qian Kang
AU  - Mingyu Tan
AU  - Fanqing Liu
AU  - Chunmei Chen
PY  - 2025
DA  - 2025/09/16
TI  - Benefiting from Payment of Green Premiums: Costly Signals that Incentivize Consumers to Pay Them——Based on SPSS Analysis
BT  - Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
PB  - Atlantis Press
SP  - 326
EP  - 338
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-845-5_34
DO  - 10.2991/978-94-6463-845-5_34
ID  - Tang2025
ER  -