Distinct effects of consumer innovativeness on willingness to pay a green premium when framing social norms information

Purpose This study aims to explore the dynamic interplay between consumer innovativeness and willingness to pay a green premium (WPGP), moderated by the information frames of social norms. Using a cybernetic framework, we examine how consumer traits and the presentation of social norms (including descriptive and injunctive norms) influence green consumption. Design/methodology/approach This study conducts a between-subjects survey experiment and collects a sample from 535 Chinese consumers to examine the hypothesis. Findings Our findings reveal that different dimensions of consumer innovativeness – hedonic, social, functional and cognitive – affect WPGP in varied ways. Importantly, the effect of functionally motivated consumer innovativeness (fMCI) is significantly moderated by how social norms are framed. We also find that negatively framed norms about the number of people do not consume green products and consequences of not engaging in green behaviours are generally more effective than positively framed norms in influencing WPGP, though the effect is slight. Originality/value The study employs a comprehensive experimental design with a Chinese sample to test these relationships, contributing novel insights into the marketing strategies and policy formulations necessary to enhance green consumption. By integrating theories of normative social behaviour and bounded rationality, our research not only deepens the understanding of consumer behaviour in environmental contexts but also offers practical implications for fostering more sustainable consumption patterns.