As we approach the end of the twentieth century, the ways in which knowledge--scientific, social, and cultural--is produced are undergoing fundamental changes. In The New Production of Knowledge, a distinguished group of authors analyze these changes as marking the transition from established institutions, disciplines, practices, and policies to a new mode of knowledge production. Identifying such elements as reflexivity, transdisciplinarity, and heterogeneity within this new mode, the authors consider their impact and interplay with the role of knowledge in social relations. (...) While the knowledge produced by research and development in science and technology is accorded central focus, the authors also outline the changing dimensions of social scientific and humanities knowledge and the relations between the production of knowledge and its dissemination through education. Placing science policy and scientific knowledge within the broader context of contemporary society, this book will be essential reading for all those concerned with the changing nature of knowledge, with the social study of science, with educational systems, and with the correlation between research and development and social, economic, and technological development. "Thought-provoking in its identification of issues that are global in scope; for policy makers in higher education, government, or the commercial sector." --Choice "By their insightful identification of the recent social transformation of knowledge production, the authors have been able to assert new imperatives for policy institutions. The lessons of the book are deep." --Alexis Jacquemin, Universite Catholique de Louvain and Advisor, Foreign Studies Unit, European Commission "Should we celebrate the emergence of a 'post-academic' mode of postmodern knowledge production of the post-industrial society of the 21st Century? Or should we turn away from it with increasing fear and loathing as we also uncover its contradictions. A generation of enthusiasts and/or critics will be indebted to the team of authors for exposing so forcefully the intimate connections between all the cognitive, educational, organizational, and commercial changes that are together revolutionizing the sciences, the technologies, and the humanities. This book will surely spark off a vigorous and fruitful debate about the meaning and purpose of knowledge in our culture." --Professor John Ziman, (Wendy, Janey at Ltd. is going to provide affiliation. Contact if you don't hear from her.) "Jointly authored by a team of distinguished scholars spanning a number of disciplines, The New Production of Knowledge maps the changes in the mode of knowledge production and the global impact of such transformations. . . . The authors succeed . . . at sketching out, in very large strokes, the emerging trends in knowledge production and their implications for future society. The macro focus of the book is a welcome change from the micro obsession of most sociologists of science, who have pretty much deconstructed institutions and even scientific knowledge out of existence." --Contemporary Sociology "This book is a timely contribution to current discussion on the breakdown of and need to renegotiate the social contract between science and society that Vannevar Bush and likeminded architects of science policy constructed immediately after World War II. It goes far beyond the usual scattering of fragmentary insights into changing institutional landscapes, cognitive structures, or quality control mechanisms of present day science, and their linkages with society at large. Tapping a wide variety of sources, the authors provide a coherent picture of important new characteristics that, taken altogether, fundamentally challenge our traditional notions of what academic research is all about. This well-founded analysis of the social redistribution of knowledge and its associated power patterns helps articulate what otherwise tends to remain an--albeit widespread--intuition. Unless they adapt to the new situation, universities in the future will find the centers of gravity of knowledge production moving even further beyond their ken. Knowledge of the social and cognitive dynamics of science in research is much needed as a basis of science and technology policymaking. The New Production of Knowledge does a lot to fill this gap. Another unique feature is its discussion of the humanities, which are usually left out in works coming out of the social studies of science." --Aant Elzinga, University od Goteborg. (shrink)

This paper focuses on the debate about the utilization of new reproductive technologies in Brazil, and the paths taken in the Brazilian National Congress in an attempt to draw up legislation to regulate the clinical practice of human assisted reproduction. British documents, such as the Warnock Report and Human Fertilization and Embriology Authority (HFEA) are used for thorough reference. The analysis of the Law Projects in the National Congress, the Resolution by the Federal Medicine Council, Resolution 196/96 and documents by (...) the Ministério Público (Public Prosecution Office), suppled the bases for the discussion. The principal question involved is the observation of different technical and moral prientations that influence the conduct of the issue in the legislative process. It is possible to observe that the main focus of the projects relates to the rights and interests of the children, to those possibly benefited by the technique and to embryo reduction. Very little attention has been directed to the issues of sexual and reproductive rights and to the health of the women submitted to the new reproductive techologies. (shrink)

More and more well-documented failure of established companies which could not respond to rapid market changes, such as Kodak and Nokia, demonstrate the importance of transferring marketing information into real firm performance. While marketing strategy and management literature has long advocated the direct impact of strong firm market orientation (MO) on new product development (NPD) performance, limited research has discussed the mediating mechanism of this MO-NPD performance relationship. Using the traditional source–position–performance (SPP) framework, this study focuses on the innovation ambidexterity (...) perspective to investigate the mediating mechanism between MO and NPD performance. Then, this study proposed a conceptual framework and propositions to examine the MO - NPD performance relationship further. Theoretical and practical implications of the findings are also discussed. (shrink)

Corruption as a non-market strategy for firms has gained increasing attention in the field of strategy management. However, the effect of corruption on innovation is unclear, especially in the context of transition economies. Using institutional theory, we examine the relationship between corruption and new product innovation and identify the contextual conditions of the relationship. Using the World Bank Enterprise Survey data from China, our empirical results show that corruption has a positive effect on firms’ new product innovation. Moreover, we find (...) that policy instability and competitive threats from the informal sector positively moderate the relationship between corruption and new product innovation. Using post hoc analysis, we find that the potentially positive effect of corruption on new product innovation is the consequence of inherent institutional weaknesses in transition economies; as the level of institutional development increases, the effect of corruption on firms’ new product innovation will gradually decrease. Overall, our findings provide new insights into understanding corrupt behaviors in transition economies and present managerial implications for firms’ ethical dilemmas in a transition economy context. We argue that the key to overcoming these ethical dilemmas lies in promoting pro-market institutional reform to reduce the potential benefits of corruption. (shrink)

The current study sought to assess the mediating role of green market orientation dimensions in the relationship between social risk and new product performance among European Multinational Enterprises (EMNEs). We also assessed the moderating role of entrepreneurial orientation in the relationship between green market orientation and new product performance. The study was based on primary data gathered from 317 EMNEs in Ghana. After various validity and reliability checks, ordinary least squares (OLS) analysis was performed to estimate the various relationships hypothesized (...) in the study. The study finds that social risk has a negative effect on the success of EMNEs' new products. This negative effect is however nullified by the positive mediating effects of strategic green market orientation, tactical green market orientation and internal green market orientation. Entrepreneurial orientation also played a significant moderating effect in the relationship between green market orientation dimensions and EMNEs' new product performance. Based on this, theoretical and managerial contributions were made. (shrink)

Trust in the "agro-food" sector has been declining in recent years reflecting a general decline of trust in traditional decision making processes. The introduction of new technologies in the production of foods re-introduces the problem of trust and highlights the parameters affecting its structure and direction. This paper discusses the issue of trust in relation to the introduction of functional foods into the market. Trust is assessed as both a philosophical and a psychological construct with particular emphasis on its communication (...) aspects. The paper ends with specific recommendations for action in the agro-food sector. (shrink)

Recognizing the importance of involving suppliers in the new product development (NPD) process, extensive studies have examined this issue at a buyer–supplier dyadic level. However, how supplier involvement leads to better NPD performance is not clearly explained. Additionally, extending the dyadic relationships to triadic relationships and addressing how to manage the two competing suppliers with fair conduct remains unexplored. To answer these questions, this study developed a conceptual model theorizing the role of supplier involvement, information sharing, and justice in the (...) NPD process within a buyer–supplier–supplier triadic relationship. Based on survey data collected from 200 U.S. firms, Structural Equation Modeling is used to test the hypothesis. The results first confirmed the criticality of involving both primary and secondary suppliers during NPD. Second, the positive effect of triadic supplier involvement on innovation performance is fully mediated by information sharing. Finally, this study explored the different roles of procedural justice and distributive justice; the results confirmed that procedural justice acts as a moderator for the relationship between triadic supplier involvement and information sharing, whereas distributive justice moderates the effect between information sharing and innovation performance. Our findings contribute to the literature of triadic supplier involvement-new product development and relationship management. Accordingly, these findings highlight key implications for managers and policymakers. (shrink)

New product development is an important driver of sustainable enterprise development. It is necessary to promote the knowledge sharing of heterogeneous individuals such as design, technology, market, and sociologists. This paper discusses the influence of negative individual knowledge management from the perspective of knowledge-sharing hostility and knowledge manipulation on the performance of new product development. To examine our hypotheses, we conducted a questionnaire survey of 438 employees in China. The results show that although knowledge manipulation contributes to individual innovation performance, (...) it has an inverted U-shaped curve relationship with the team's product development performance. The hostility of knowledge sharing induces knowledge manipulation, which indirectly influences the performance of new product development. The coordination flexibility of R&D teams positively moderates the impact of knowledge manipulation on new product development. Implications and future research directions are discussed. (shrink)

The authors explore the relation between the way different family firms are named, and the shareholder value impact of these firms’ new product introductions. Using an event study of 1,294 product introduction announcements of 107 publicly listed U.S. family firms, the authors find that the presence of the founding family’s name as part of a family firm’s name acts as a valuable firm resource, increasing the abnormal stock returns surrounding the firm’s new product introductions. Superior returns to family-named firms’ new (...) product introductions are partially mediated by these firms’ history of ethical product-related behavior: family-named firms, particularly those with corporate branding, and those wherein a founding family member holds the CEO or chairman position, are more likely to exhibit a history of avoiding such product-related controversies as product safety issues, and deceptive advertising. The authors highlight the managerial and theoretical contributions of this research. (shrink)

In the current social media environment, emotional branding communication has become a common marketing tool for brand owners, and therefore it has become particularly important and urgent to study it. Based on the perspective of brand equity theory, combined with the new characteristics of marketing communication in the social media environment, this paper constructed an emotional branding communication model in the social media environment. The system dynamics method was used to simulate and analyze the new product marketing system to assess (...) whether it could stir the emotional needs of the consumers and resonate within their hearts. This paper discusses the asymmetric communication of different brands regarding the same commodity to determine the impact of this exchange mechanism, that is, only the weak brands in the market initially adopt marketing methods, while the strong brands do not participate in social marketing activities. It was found that the influence of marketing frequency and marketing intensity on symmetric and asymmetric communications was different. In the face of different types of competitors, the marketing strategy of weak brands needs emphasis. Through unit consistency test, structure verification test, effectiveness, and rationality test, it was proven that the emotional branding communication model and new product sales interaction simulation model established in this paper were reasonable and effective. (shrink)

Member selection to form an effective collaboration new product development team is crucial for a successful NPD. Existing researches on member selection mostly focus on the individual attributes of candidates. However, under the background of collaboration, knowledge complementarity and collaboration performance among candidates are important but overlooked. In this paper, we propose a multi-objective optimization model for member selection of a Co-NPD team, considering comprehensively the individual knowledge competence, knowledge complementarity, and collaboration performance. Then, to solve the model, an improved (...) adaptive genetic algorithm is developed. Finally, a real case is provided to illustrate the application of the model, and the IAGA is implemented to select the desired team members for optimal team composition. Additionally, the standard generic algorithm and particle swarm optimization are used to compare with the IAGA to further verify the effectiveness of the IAGA. (shrink)

Whereas extant literature has examined the overall effect of corporate social responsibility (CSR) on innovation, it is argued that CSR is a multidimensional concept encompassing both progressive activities concerning a firm’s engagement in the social domain, as well as rational aspects pertaining to corporate governance practices and the protection of shareholder rights. This study integrates organizational hypocrisy with the knowledge-based view literatures to examine how different forms of CSR engagement affect the rate of new product introductions (NPI). Results suggest that (...) the mechanisms by which progressive and rational CSR are associated to increases in the rate of NPI differ. Specifically, while progressive CSR positively affects the rate of NPI and such effect is deemed stronger for firms that are more vertically integrated, the effect of rational CSR on the rate of NPI is conditional on a firm’s level of absorptive capacity. (shrink)

In several studies, knowledge is witnessed as one of the foundations of long-term competitive edge and is also a basic source of new product development performance. The aim of this study is to investigate the role of knowledge management capabilities in new product development performance with the mediating role of organizational agility. Additionally, this study also intends to examine the moderating role of business model innovation on the relationship of KMC with organizational agility. This study was conducted on the Chinese (...) automobile sector, and the NPD project managers, supervisors, and engineers of the sector were respondents of this study. A survey questionnaire was used to collect the data from 201 respondents, and data were analyzed using the Smart PLS 3 software. The findings of this research, although limited to the automobile industries, indicate that knowledge sharing and knowledge application have significant and positive effects on the development of new products. Organizational agility significantly mediates the relationship of KMC with NPD. The results found that business model innovation has a significant moderating role in the relationship between KMC and organizational agility. Moreover, the results of this study will assist the managers in developing a modern competitive business environment by implicating KMC in the process of NPD. Lastly, organizations may improve the sustainability of their product and their overall performance by using organizational agility and modern ways of value delivery. (shrink)

With the prevalence of the Internet and new media channels, consumer reviews have become one of the main determinants of Consumers’ purchasing decisions. This paper uses the Latent Dirichlet Allocation model to identify the key factors that are of major concern to consumers, including design factors, laptop setup factors, logistics factors, after-sales factors, and user experience factors. And, we classify these factors into product quality factors and supporting service factors for new products. We then explore the relationship between online reviews (...) and purchase decisions under these different factors, and also further explore the impact of interactions between online review metrics on purchase decisions. Our findings suggest that the impact of online reviews on consumer purchase decisions also varies considerably across different consumer focus factors. In addition, we find that the impact of the interaction between online review features is complex. In particular, consumers do not follow the positive guidance and make purchase decisions as we would expect when confronted with a large number of positive emotional polarity online reviews. Meanwhile, the interaction between negative emotional polarity and variance of online reviews had no significant effect on consumer purchase decisions. The variance of online reviews has a limited role in reducing consumer risk perceptions triggered by negative emotional polarity. Our study provides new evidence for the study of the impact of online reviews through text mining. (shrink)

As the first stage of the formation of a collaborative new product innovation team, member selection is crucial for the effective operation of the CNPI team and the achievement of new product innovation goals. Considering comprehensively the individual and collaborative attributions, the individual knowledge competence, knowledge complementarity, and collaborative performance among candidates are chosen as the criteria to select CNPI team members in this paper. Moreover, using the fuzzy set and social network analysis method, the quantitative methods of the above (...) criteria are proposed correspondingly. Then, by integrating the above criteria, a novel multiobjective decision model for member selection of the CNPI team is built from the view of individual and collaborative attributions. Since the proposed model is NP-hard, a double-population adaptive genetic algorithm is further developed to solve it. Finally, a real case is provided to illustrate the application and effectiveness of the proposed model and method in this paper. (shrink)

Currently, there is an increasing trend in the organizations towards examining the artificial intelligence and nonartificial intelligence for the innovation and success of the new product, as well as getting the intentions of the upcoming researchers. Thus, the purpose of the ongoing study is to examine the role of artificial and nonartificial intelligence in the new product success along with the moderating role of new product innovation in the manufacturing organizations of China. The quantitative methods have been followed by the (...) study and gathered the responses from the respondents using questionnaires, and analysis has been conducted by using the smart-PLS. The results exposed that artificial intelligence and nonartificial intelligence have positive and significant nexus with the new product success. The outcomes also revealed that the new product innovation significantly moderated the links among the nonartificial intelligence and new product success, but it insignificantly moderated the links among the artificial intelligence and new product success in the manufacturing organizations of China. These findings have provided the guidelines to the manufacturing companies and their policies developing authorities that they should be developed and implement the suitable policies regarding the adoption of artificial intelligence and nonartificial intelligence that enhance the success of the new product, which ultimately enhances the success of the organization. (shrink)

New entrant policy, literature, and research offers an important angle for exploring where dominant agrarianism is reproduced and contested. As new entrants seek access to land, finance, and expertise, their credibility is filtered through a cultural and policy environment that favors some farming models over others. Thus, seemingly apolitical policy tools geared at getting new people into farming may carry implicit norms of who these individuals should be, how they should farm, and what their values should entail. A normative gaze (...) of farming often masks the financial, cultural, labor relation, and land tenure dimensions that are the underlying drivers of agrarian change. This paper applies social reproduction theory to explore a diversity of social labor processes that new entrant farmers practice to arrive at the point of agricultural production. Interviews with new entrant and successor farmers in Britain (excluding Northern Ireland) are presented first, followed by an analysis of new entrant policy instruments over the last two decades in Scotland. We find that new entrant policy fails to engage with a crisis of social reproduction in the food system because of a commitment to agrarian ideals of the self-sufficient and entrepreneurial farmer. By inviting newcomers into a dynamic of increasing precarious and uncompensated labor, very often by way of family relations, new entrant policy may act as a form of “predatory inclusion.” We argue that to be successful in reproducing the agricultural sector, new entrant farmer policy must be first a policy at attending to relations in the social sphere. Recognizing and supporting the diversified strategies farmers take on to assemble land for production would not only drive more just policy, but set the conditions for a more adaptive food system. (shrink)

in the present work we analyze the new concepts and theories related to the activity of Design Management, which focus on the experiences of people and the particular characteristics of each one of them. Specifically, from an Industrial Design perspective, the scope and relationships between these conceptual definitions —now made visible— that always belonged to the field of design of the discipline will be studied, trying to identify how they influence innovation and product development. Finally, it will conclude about its (...) strategic relevance for public and private organizations, and the incorporation to the set of professional activitie. (shrink)

The article discusses a set of emerging techno-social practices that transform interpersonal interactions into acts of production of valuable, durable objects such as SNS-posts and videos. These practices rely on a new attentiveness towards the world as Bestand/resource, from which value may be extracted. The rise of these practices and modes of attention obviously relies on new production and dissemination of technological infrastructures, but it also relies on and contributes to the evolution of hyperrational subjectivity, which is compatible with the (...) demands of late-modern economies. Like corporations, ordinary people come to view leisure time interpersonal interactions as sites for the extraction of value through their objectification. The article demonstrates how the objectification and productivization of events remoulds both common everyday practices and extreme forms of criminality, all sharing a common cultural logic. (shrink)

This article takes the suggestions by Jameson and Žižek that Hardt and Negri's recent Empire is an important `new theoretical synthesis' and a challenge to a politically complacent Cultural Studies as its starting point to explore Negri's understanding of `production'. It opens out Negri's apparent synthesis to consider the formative elements of his work: operaismo's `social factory', Marx's `Fragment on Machines' and Deleuze's figure of `control society'. The article argues that whilst Negri develops the important analytic categories of socialized and (...) affective labour, he breaks with operaismo's and Deleuze's `cramped' and `minor' interrogation of the intricacies of capitalized production to develop a problematic understanding of an emerging autonomy-in-production. In this Negri makes a strange return to the orthodox Marxian and - in an inverted way - neo-Gramscian positions which operaismo had sought to undermine; so making Empire less a synthesis of, than a break with some of the core theoretical principles of operaismo, Marx and Deleuze. (shrink)

This paper evaluates the proposed amendments to New Zealand’s Cosmetic Group Standard that relate to nanomaterials in cosmetics. Manufactured nanomaterials are being increasingly used in cosmetic products. There are concerns that some nanomaterials present potential human and environmental health and safety risks. The proposed amendments are unique in New Zealand not only because they make specific mention of nanomaterials, but also because they propose introducing labelling requirements. Few jurisdictions have adopted mandatory labelling for products containing nanomaterials. The use of nanomaterials (...) in consumer products provides another opportunity to explore the efficacy of labelling as a regulatory tool. The challenges are heightened for products containing nanomaterials due to the difficulties in defining the term “nano.”. (shrink)

This study analyzes the gendered nature of recent production and labor force restructuring in the Dominican Republic. Using a longitudinal case study of work relations on a large transnational corporate pineapple plantation, the author explores the production politics involved in the initial corporate attempt to create a wage labor force and the subsequent replacement of employees with contracted labor crews. She demonstrates how female, and then male, labor forces were negotiated in this process and how labor relations became embedded in (...) local gendered institutions. The study reveals how workforces and spheres of work are constituted through struggles over gender, as well as ethnicity and class, in intersecting arenas linking the local community to the global economy. In this case, gender proves critical in shaping both worker identity and the shifting scope and form of resistance to plantation practices. (shrink)

This article makes two arguments. First, that advanced information and communication technologies (ICTs) have created multiple parallel flows of consumption that allow us to be productive continuously, in the sense of generating value for the economy. Second, the struggle over social time poses emergent challenges for planning and urban design. After introducing the relevant themes, this article explains how value is derived from labour and the process through which time is made economically productive. Next, it is posited that advanced ICTs, (...) especially mobile devices and associated services, create possibilities for multiple flows of time, freeing consumption from territorial and temporal restrictions, and opening up new forms of labour. This discussion elicits some concerns for those interested in communities and urban space. The article concludes with suggestions for adopting a socio-spatial-temporal outlook to urban planning and design, including designing ‘polyrhythmic’ places and planning for public time. (shrink)

We provide an overview of the development of product placements within traditional and newer electronic media, followed by a critique of current regulations where they exist and highlight the challenges this form of brand promotion presents to regulators. We note the weaknesses in current theoretical perspectives on the way product placements impact more than awareness and argue that a failure to recognise the increasingly diverse nature of product placement within entertainment media content means that awareness campaigns and warnings regarding the (...) presence of product placements are unlikely to be effective in countering any negative effects of the practice on vulnerable groups such as children and young adults. While we focus on the impact of product placement activity on children and young adults, using primarily the examples of alcohol and tobacco products, we also raise concerns regarding a failure to act on the presence of a number of harmful products that fall beyond the current list of restricted products even in countries where some form of specific regulation exists. In order to aid those considering the necessity for, or scope of, any future restrictions on this form of marketing communication, it is important to determine not only what is known, but what also needs to be determined about the impact of product placements across the range of existing and evolving communication channels. (shrink)

New production concepts rely on the active (co-) shaping of planning, control and organisation processes on the shop floor level. Established CAPM technologies (CAPM =Computer Aided Production Management) only provide insufficient support, and a complete automation of the production management is not suited to close this gap. This is why new principles of system design have to be developed which meet various requirements: from taking into account a multidimensionality and contradiction of planning targets and the integration of learning opportunities with (...) the use of systems up to the promotion of work process knowledge. (shrink)

In the history of biology, knowledge about human differences often has been produced through an interaction with politics and values assumed to be external to science. Two recent books—Jonathan Marks’ Is Science Racist? and Maurizio Meloni’s Political Biology—shed new light on this interplay. While Marks looks into the field of anthropology, Meloni offers a historiographical view on the soft-hard heredity debate. Based on these new contributions, this essay addresses a number of current ways in which society and science conceptualize human (...) differences through categories like race, gender, and class. Especially, this refers to the separation of what is taken as natural and purportedly fixed, from what is cultural and changeable. (shrink)

Remanufacturing widely exists in production activities. Two different game models are involved while considering reverse channels: In Model P, the manufacturer provides new and remanufactured products to two retailers. New products are sold through an online platform, while remanufactured products are sold in offline physical stores in a decentralized scenario. In Model C, the manufacturer provides new and remanufactured units to only one retailer that operates both online and offline channels in a centralized scenario. This research showed that a manufacturer’s (...) profitability and industry profits in Model P were higher than those in Model C from the perspective of economic performance; the sum of the profits of both retailers in Model P was worse than the profits of the retailer in Model C. Moreover, Model P was found to be greener than Model C from the perspective of environmental sustainability. From a social viewpoint, Model P had a higher consumer surplus than Model C; the higher the cost of distributing a remanufactured unit, the more disadvantageous the model to the consumers. (shrink)

Global Prescriptions scrutinizes the movement to export a U.S.-oriented version of the " rule of law," found in the activities of philanthropic foundations, the World Bank, the U.S. Agency for International Development, and several other developmental organizations. Yves Dezalay and Bryant G. Garth have brought together a group of scholars from a variety of disciplines--anthropology, economics, history, law, political science, and sociology--to create tools for understanding this movement. Comprised of two sections, the volume first develops theoretical perspectives key to an (...) understanding of the production and impact of new "global legal prescriptions." The second part shifts attention to the national importation of these legal orthodoxies. The scholars provide a diverse set of sophisticated approaches, both to the circumstances promoting the production of these prescriptions and to the limitations of the prescriptions in the different national settings. Thus, Global Prescriptions provides a unique treatment for readers interested in globalization generally or the potential spread of the "rule of law" in particular. This volume will intrigue scholars and students interested in a political science, economics, history, anthropology, law, and sociology. Contributors are Jeremy Adelman, Robert Boyer, Elizabeth Heger Boyle, Miguel Angel Centeno, Heinz Klug, Larissa Adler Lomnitz, John W. Meyer, Setsuo Miyazawa, Hiroshi Otsuka, Rodrigo Salazar, Kathryn Sikkink, Anne-Marie Slaughter, and Catalina Smulovitz. Yves Dezalay is Director of Research, National Center for Scientific Research, Paris. Bryant G. Garth is Director of the American Bar Foundation. (shrink)

It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality can influence the valuation of green products. Relying on virtue theory and positive spillover as conceptual bases, the research implicitly and explicitly tests and confirms green product virtue. The results demonstrate that perceived green product virtue leads to positive emotions, (...) which explain heightened purchase intentions. In line with the conceptualization, I show that the effect is moderated by the importance consumers place on their own morality. Importantly, explicitly framing green products as virtuous activates positive spillover by consumers; when green products are branded with a virtue cue, they encourage consumers to be more virtuous. Beyond being perceived as better people, when consumers interact with green products they effectively engage in more moral acts, such as making donations. The results confirm the perception of green products as moral agents and provide marketers with insights into the marketing value of virtue cues in green product consumption. (shrink)