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Abstract
Sustainable consumption and green marketing are receiving considerable attention. Nevertheless, the focus of past studies has always been on customer participation, with less attention given to how to satisfy those customers. Also, the focus has been on participants in green programs and not those who choose not to participate. The use of incentives to encourage voluntary green program participation is quite uncommon. The purpose of this research is to examine how manipulating the different types and levels of incentives affect the relationship between voluntary green program participation and satisfaction through the mediating role of warm glow. Three experimental studies were carried out, and data were tested and analyzed using SPSS and PROCESS macro. Results show that the best option to be used by managers to satisfy participants and non-participants of green programs when incentivizing participation is the high self-benefiting incentive. Yet, if this is not feasible, then the second-best option is not to incentivize participation.
Published Version
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