The Impact of Attitude Strength on the Acceptance of Green Services

J.M.M. Bloemer, J.C. de Ruyter

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This article focuses on the impact of attitude strength on the acceptance of a green service, the acceptance of green family insurances. Two dimensions of attitude strength are distinguished: embeddedness and commitment. Cognitive elaboration, information seeking and selective judgement are introduced as mediators. It is shown that embeddedness has a positive impact on cognitive elaboration whereas commitment has a positive effect on information seeking. Furthermore, cognitive elaboration has a positive impact on information seeking and both cognitive elaboration and information seeking have a positive effect on the selective judgement. This selective judgement clearly positively influences domain specific intended behavior or the acceptance of the green family insurance.
Original languageEnglish
Pages (from-to)45-52
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jan 2002

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