产品失败时绿色属性对负面口碑的调节机制研究OACHSSCD

Product failure usually triggers negative consumer responses,and how to effectively manage such negative responses has become a critical managerial challenge for firms.With growing global attention to environmental issues,green and low-carbon lifestyles have been integrated into public consciousness,and green products have been gradually the focus.It is worthwhile to explore and analyze whether green products can gain greater consumer tolerance and thereby mitigate negative word-of-mouth(NWOM)transmission following product failure.Based on attribute centrality theory,this paper conducts three scenario-based experiments to investigate the impact of green product failure on consumer NWOM transmission.The results show that compared with conventional product failure,green product failure better inhibits consumer NWOM transmission.In the context of severe failure,products with high green attribute centrality exert a stronger weakening effect on consumer NWOM transmission than those with low green attribute centrality and conventional products.In addition,altruistic motivation plays a partial mediating role between product failure and NWOM transmission,while environmental responsibility serves as a moderated mediator in the relationships among product failure,altruistic motivation,and NWOM transmission.Consumers demonstrate greater tolerance toward green product failure.Accordingly,firms can leverage this psychological and behavioral characteristic to address the difficulties in customer relationship management caused by product failure by endowing products with green attributes,increasing research,development efforts,and cultivating consumers′green awareness.From the perspective of green products,this paper enriches research on consumers′post-purchase behavior after green product failure,and provides new directions for firms to optimize customer relationship management.