How perceived green benefits influence multifunctional technologies’ usage

Abstract

AbstractThis paper evaluates how the convergence (integration) of green characteristics in multifunctional technological products/services affects consumers’ decision making, evaluating intention to purchase convergent products in these specific scenarios with green attributes. Three studies were developed. The first two focused on when the inclusion or exclusion of green attributes changes consumers’ perspectives related to (1) utilitarian or hedonic characteristics in the convergence, and (2) selfish or altruistic characteristics of technology usage. The last study incorporated a change in the independent variable from the inclusion or exclusion of green attributes to the inclusion of green attributes as a benefit. Therein, both research scenarios included green characteristics, one related to the periphery and other to the centrality of the product, with a moderating effect of (3) high or low brand trust according to the green convergence design. The results demonstrate that green characteristics are better suited to scenarios in which most of the convergence relates to utilitarian attributes in products, but egoistic characteristics in services, the latter of which reflects a hedonic perspective. Concerning both scenarios of a product with green characteristics, the green benefit is better suited to the utilitarian context, in which the brand is perceived as important, leading to a high level of trust.