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The Effects of Hypocrisy Induction on Brand Loyalty of Eco-friendly Products
A number of researchers have demonstrated the hypocrisy induction draws more eco-friendly behaviors. Based on these theoretical review, this study tested whether the hypocrisy induction can be applied to the eco-friendly marketing strategy or not. Particularly, this study suggested hypotheses and research questions are as follows. First, the hypocrisy induction would have positive effect on the brand loyalty of eco-friendly products. Second, the effect of hypocrisy induction would be altered by its intensity. Also, two ways of hypocrisy induction (protection of the environment / private health) and the different types of consumers' self-construal (independent / interdependent) would show the main effect and the interaction effect in each case. To examine these hypotheses and research questions, two-way ANOVA analysis was developed. Also, in order to induce hypocrisy, quasi-experiment was designed. The results of this study are as follows. First, the experimental group showed a higher brand loyalty than the control group. Second, the level of intensity of the hypocrisy induction affected brand loyalty. To be specific, too strong intensity of hypocrisy showed a negative effect on the brand loyalty. Finally, two ways of the hypocrisy induction and the different types of consumers' self-construal represented the interaction effect. Meanwhile, two ways of the hypocrisy induction and the different types of consumers' self-construal did not show the main effect.
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