Market success through recycling programs: Strategic options, consumer reactions, and contingency factors
Market success through recycling programs: Strategic options, consumer reactions, and contingency factors
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DOI：
10.1016/j.jclepro.2022.131003
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发表时间：
2022-03
影响因子：
11.1
通讯作者：
Y. Hu;Björn Frank;Zhiqiang Lu
中科院分区：
文献类型：
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作者：
Y. Hu;Björn Frank;Zhiqiang Lu
废物造成的环境问题日益引起全世界的关注。这种废物问题在许多新兴市场更为严重，这些国家的废物经常管理不善，从而造成严重的环境问题。为了缓解此类废物问题并解决利益相关者日益增长的环境问题，企业推出了回收计划，作为一项具体的企业社会责任举措。虽然过去的研究从技术角度审视回收计划，但很少有研究调查此类计划的营销效益。这项研究利用信号理论提出了关于企业如何战略性地设计和营销回收计划以引发消费者积极反应的假设。通过对多个品牌手机回收计划的调查数据进行分层线性建模，发现回收计划的多种策略选择（即产品回购计划、产品回收便利性和包装回收）对消费者的品牌态度有不同的影响，从而影响品牌忠诚度。此外，对偶发因素（即品牌转换风险、公众自我意识）的分析表明，只有当品牌转换风险较低时，产品回收计划才会影响品牌态度，而对于公众自我意识较高的消费者，包装回收对品牌态度的影响更大。
Environmental problems caused by waste are drawing growing concern worldwide. Such waste problems are even worse in many emerging markets, where waste is frequently mismanaged and thus causes significant environmental problems. To alleviate such waste problems and address stakeholders' growing environmental concerns, firms have launched recycling programs as one specific corporate social responsibility initiative. While past studies examine recycling programs from a technical perspective, very little research investigates the marketing benefits of such programs. This study draws on signaling theory to develop hypotheses about how firms can strategically design and market a recycling program to trigger positive consumer reactions. Using hierarchical linear modeling of survey data on mobile phone recycling programs across multiple brands, it finds that multiple strategic options of a recycling program (i.e., a product buyback program, product recycling convenience, and packaging recycling) differentially influence consumers’ brand attitudes, which consequently affect brand loyalty. Furthermore, an analysis of contingency factors (i.e., brand switching risk, public self-consciousness) suggests that a product recycling program affects brand attitudes only when the brand switching risk is low, and that packaging recycling affects brand attitudes more for consumers with higher public self-consciousness.