The Influence of Infectious Disease Cues on Purchase Intention for Environmentally Friendly Products.

ABSTRACT

Consumers often come across cues of infectious disease in daily life, such as diners coughing in restaurants, commuters sneezing on the bus, or recent news reports about the spread of infectious diseases. In this study, four experiments were conducted to explore the role of infectious disease cues on consumers' purchase intention for environmentally friendly products (eco-friendly products), as well as the moderating effects of consumers' sense of power and anti-disease intervention. According to the results, infectious disease cues enhance consumers' intent to purchase eco-friendly products, and perceived uncertainty and need to belong played a chain-mediated role in the relationship between infectious disease cues and this purchase intention. Consumers' sense of power moderated the relationship between infectious disease cues and purchase intention. The purchase intention of consumers with a low sense of power (vs. high sense of power) was significantly enhanced when the infectious disease cues were highlighted. Anti-disease interventions also have a moderating effect on the relationship between infectious disease cues and purchase intention. When anti-disease intervention (such as wearing an anti-bacterial mask against airborne diseases) was adopted, consumers' willingness to purchase eco-friendly products decreased.