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Essays on Social Responsibility and Marketing Strategy.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Essays on Social Responsibility and Marketing Strategy./
作者:	Javadian, Moein.
面頁冊數:	1 online resource (92 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-05, Section: A.
Contained By:	Dissertations Abstracts International85-05A.
標題:	Sustainability. -
電子資源:	click for full text (PQDT)
ISBN:	9798380836760

Essays on Social Responsibility and Marketing Strategy.
Javadian, Moein.

Essays on Social Responsibility and Marketing Strategy. - 1 online resource (92 pages)

Source: Dissertations Abstracts International, Volume: 85-05, Section: A.

Thesis (Ph.D.)--University of Toronto (Canada), 2023.

Includes bibliographical references

Consumer preferences for social responsibility have both intrinsic and extrinsic components. The first essay of this thesis investigates whether extrinsic preferences, referred to as extrinsic warm-glow and cold-prickle, generate network effects among individuals when choosing eco-friendly versus regular products. The essay employs an experimental design that manipulates extrinsic preferences in sustainable purchase behaviour, by creating a scenario where participants' choices are observed by others. The findings suggest that among socially conscious participants, higher expectations of eco-friendly purchases result in weaker warm-glow feelings, indicating a negative network effect. The study does not find strong evidence of a network effect from experiencing extrinsic cold-prickle when choosing the regular product, suggesting that extrinsic warm-glow and cold-prickle can be asymmetric. Additionally, individuals who are more socially conscious demonstrate a more significant negative network effect induced by extrinsic warm-glow, compared to those who are intrinsically less concerned about social responsibility.Importantly, firms across various industries invest considerable resources in developing innovations to improve the social and environmental responsibility of their products, capitalizing on consumers' intrinsic and extrinsic preferences for social responsibility. In this context, the second essay examines how a firm's incentive to invest in environmental responsibility (ER) innovation is influenced by the quality of its products in a competitive market. More precisely, the essay investigates whether product quality and product ER are complements or substitutes, by utilizing a game-theoretic framework. The analysis reveals that when the magnitude of ER innovation is sufficiently large to grant a high-quality firm monopoly power over environmentally conscious buyers, quality and ER are complementary. This obtains because higher quality amplifies the benefits of having ER-induced monopoly power over environmentally conscious buyers. Conversely, when the expected ER advantage is medium, such that competition for environmentally conscious buyers is reduced but not eliminated, quality and ER become substitutes because they both act as levers to reduce competition. Finally, when the expected ER advantage has little effect on competition intensity, quality and ER are complements when the extrinsic benefits of ER are strong and are substitutes otherwise.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798380836760Subjects--Topical Terms:

793436
Sustainability.
Subjects--Index Terms:

Experimental designIndex Terms--Genre/Form:

554714
Electronic books.

Essays on Social Responsibility and Marketing Strategy.
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520 $a Consumer preferences for social responsibility have both intrinsic and extrinsic components. The first essay of this thesis investigates whether extrinsic preferences, referred to as extrinsic warm-glow and cold-prickle, generate network effects among individuals when choosing eco-friendly versus regular products. The essay employs an experimental design that manipulates extrinsic preferences in sustainable purchase behaviour, by creating a scenario where participants' choices are observed by others. The findings suggest that among socially conscious participants, higher expectations of eco-friendly purchases result in weaker warm-glow feelings, indicating a negative network effect. The study does not find strong evidence of a network effect from experiencing extrinsic cold-prickle when choosing the regular product, suggesting that extrinsic warm-glow and cold-prickle can be asymmetric. Additionally, individuals who are more socially conscious demonstrate a more significant negative network effect induced by extrinsic warm-glow, compared to those who are intrinsically less concerned about social responsibility.Importantly, firms across various industries invest considerable resources in developing innovations to improve the social and environmental responsibility of their products, capitalizing on consumers' intrinsic and extrinsic preferences for social responsibility. In this context, the second essay examines how a firm's incentive to invest in environmental responsibility (ER) innovation is influenced by the quality of its products in a competitive market. More precisely, the essay investigates whether product quality and product ER are complements or substitutes, by utilizing a game-theoretic framework. The analysis reveals that when the magnitude of ER innovation is sufficiently large to grant a high-quality firm monopoly power over environmentally conscious buyers, quality and ER are complementary. This obtains because higher quality amplifies the benefits of having ER-induced monopoly power over environmentally conscious buyers. Conversely, when the expected ER advantage is medium, such that competition for environmentally conscious buyers is reduced but not eliminated, quality and ER become substitutes because they both act as levers to reduce competition. Finally, when the expected ER advantage has little effect on competition intensity, quality and ER are complements when the extrinsic benefits of ER are strong and are substitutes otherwise.
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