Assistant Professor Lei Huang of the Department of Business Administration will present a research paper, “Lending a Hand and Being Green: The Moderating Effects on Consumers’ Perceptions of Green Credit Cards,” at the 54th annual conference of the Society of Marketing Association on Nov. 2-5 in Atlanta, Ga.
The paper, completed in collaboration with School of Business colleague Dr. Julie Fitzpatrick, examined the effects of consumers’ “greenness” perceptions on their responses to cause-related credit cards. Results from two empirical studies suggest that although donation framing did not influence a participant’s perception of a credit card, a medium-size donation exhibited a significant effect.
Moreover, consumers with high levels of environmental concern and propensity to volunteer had stronger intention to adopt and were more likely to recommend the proposed credit card.
“Our results have important implications for managers of financial institutions in seeking suitable environmental causes within cause-related marketing campaigns,” Dr. Huang said.
