The effect of matching promotion type with purchase type on green consumption

Encouraging consumers to participate in green consumption is a significant means for improving environmental issues. Thus, we investigated the impact of matching promotion type (discounts vs. premiums) with purchase types (material vs. experiential) on green consumption. Furthermore, we explored the mediating role of green trust in this relationship. Three online experiments were conducted, with a final sample size of 622 individuals. The study findings suggest that premium promotions are more effective in enhancing green purchase intentions when matched with experiential purchases, while discount promotions are more effective in increasing green purchase intentions when aligned with material purchases. Moreover, the observed effects on green purchase intentions are mediated by green trust. This study contributes to the literature on sales promotion and green consumption, and offers practical implications for providers of green products when designing marketing strategies.