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Leveraging the Strategic Promotion of Green Consumption Amid Financial Scarcity: The Atypicality Advantage.

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Title: Leveraging the Strategic Promotion of Green Consumption Amid Financial Scarcity: The Atypicality Advantage.
Authors: Yao, Qi1 (AUTHOR), Zhang, Han1 (AUTHOR), Zeng, Kevin J.2 (AUTHOR), Yang, Morgan X.2 (AUTHOR) morganyang@hsu.edu.hk
Source: Business Strategy & the Environment (John Wiley & Sons, Inc). Dec2025, Vol. 34 Issue 8, p10637-10652. 16p.
Subject Terms: *Green products, *Sustainable consumption, *Green behavior, Financial stress, Communication planning, Great Recession, 2008-2013, Consumer preferences
Abstract: Promoting green products is challenging, especially when consumers subjectively experience financial scarcity. Drawing on fluid compensation theory, we propose and test the strategic advantage of atypical green innovation products. Four studies (with 670 participants) revealed that consumers would have a stronger preference for atypical (versus typical) green products amid financial scarcity. Furthermore, we have found that the effect of financial scarcity on the increasing preference for atypical green products is more pronounced among consumers with higher cultural looseness (versus tightness). Our research contributes to advancing both research and practices by providing insights into how to select strategic paths for corporate green product innovation (whether radical or incremental), refine promotion strategies for green products amid the global economic downturn, and leverage cultural differences to promote green consumption. [ABSTRACT FROM AUTHOR]
Copyright of Business Strategy & the Environment (John Wiley & Sons, Inc) is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: GreenFILE
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  Data: Leveraging the Strategic Promotion of Green Consumption Amid Financial Scarcity: The Atypicality Advantage.
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  Data: *<searchLink fieldCode="DE" term="%22Green+products%22">Green products</searchLink><br />*<searchLink fieldCode="DE" term="%22Sustainable+consumption%22">Sustainable consumption</searchLink><br />*<searchLink fieldCode="DE" term="%22Green+behavior%22">Green behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Financial+stress%22">Financial stress</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+planning%22">Communication planning</searchLink><br /><searchLink fieldCode="DE" term="%22Great+Recession%2C+2008-2013%22">Great Recession, 2008-2013</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+preferences%22">Consumer preferences</searchLink>
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  Data: Promoting green products is challenging, especially when consumers subjectively experience financial scarcity. Drawing on fluid compensation theory, we propose and test the strategic advantage of atypical green innovation products. Four studies (with 670 participants) revealed that consumers would have a stronger preference for atypical (versus typical) green products amid financial scarcity. Furthermore, we have found that the effect of financial scarcity on the increasing preference for atypical green products is more pronounced among consumers with higher cultural looseness (versus tightness). Our research contributes to advancing both research and practices by providing insights into how to select strategic paths for corporate green product innovation (whether radical or incremental), refine promotion strategies for green products amid the global economic downturn, and leverage cultural differences to promote green consumption. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
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  Data: <i>Copyright of Business Strategy & the Environment (John Wiley & Sons, Inc) is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1002/bse.70154
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      – Code: eng
        Text: English
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        PageCount: 16
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      – SubjectFull: Green products
        Type: general
      – SubjectFull: Sustainable consumption
        Type: general
      – SubjectFull: Green behavior
        Type: general
      – SubjectFull: Financial stress
        Type: general
      – SubjectFull: Communication planning
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      – SubjectFull: Great Recession, 2008-2013
        Type: general
      – SubjectFull: Consumer preferences
        Type: general
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      – TitleFull: Leveraging the Strategic Promotion of Green Consumption Amid Financial Scarcity: The Atypicality Advantage.
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            NameFull: Zhang, Han
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            NameFull: Zeng, Kevin J.
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              M: 12
              Text: Dec2025
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              Y: 2025
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