Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction

  title={Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction},
  author={Michael D. Giebelhausen and HaeEun Helen Chun and J. Joseph Cronin and G. Tomas M. Hult},
  journal={Journal of Marketing},
  pages={56 - 71}
In Study 1, the authors find that people are more satisfied with a service experience when they choose to participate in the provider's voluntary green program (e.g., recycling)—an effect mediated by the “warm glow” of participation. The downside, however, is that this same mechanism decreases satisfaction among people who choose not to participate. In Study 2, analysis of data from the J.D. Power Guest Satisfaction Index suggests that incentivizing the program (i.e., compensating the program… 

Figures and Tables from this paper

Replicating and Extending Our Understanding of How Managers Can Adjust the “Warm Glow Thermostat”
This article presents four studies that replicate and extend a recent article examining how guest participation in voluntary green programs (e.g., towel reuse) increases service satisfaction by
Does Warm Glow Promote Physical Activity? Examining the Relative Effectiveness of Self-Benefiting versus Other-Benefiting Incentives in Motivating Fitness App Use by Corporate Sponsorship Programs
Light is shed on the mediating mechanisms and boundary conditions of strategies of partnering sponsorship with fitness apps, making this type of partnership a win-win initiative for both the app users and the corporations involved.
Green is the New White: How Virtue Motivates Green Product Purchase
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
Beyond Warm Glow: The Risk-Mitigating Effect of Corporate Social Responsibility (CSR)
Corporate social responsibility (CSR) positively impacts relationships between firms and customers. Previous research construes this as an outcome of customers’ warm glow that results from supporting
Doing Good While Behaving Badly: Checkout Charity Process Mechanisms
Companies are increasingly using cause-related marketing campaigns to engage consumers during the purchase process and highlight their own corporate social responsibility initiatives. One growing
Making the world a better place by making better products
PurposeThis paper aims to examine whether consumers respond differently to different types of eco-innovations and to explore how and under what conditions eco-friendly consumer innovativeness (ECI)
Green service attributes and amplifiers of the warm emotions evoked by them
PurposeThe purpose of this study is to provide insights into mechanism by which environmentally friendly initiatives positively affect a service firm's revenue stream. First, it explores attributes
Donation appeals rewarding fitness in the context of CSR initiatives
PurposeThe purpose of this study is to examine the impact of the donation appeals requiring physical effort on consumers’ willingness to donate in the context of corporate social responsibility (CSR)


Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness
Prior research has firmly established that consumers draw benefits from a firm's engagement in corporate social responsibility (CSR), especially the feeling of a “warm glow.” These benefits
Working for the “warm glow”: On the benefits and limits of prosocial incentives
We study whether using prosocial incentives, where effort is tied directly to charitable contributions, may lead to better performance than standard incentive schemes. In a real-effort task,
The Cost of Price Incentives: An Empirical Analysis of Motivation Crowding-Out
Twenty-six years ago, Richard M. Titmuss (1970) claimed that monetary compensation tends to undermine an individual’s sense of civic duty. He illustrated his claim with blood donations, contending
Identifying the warm glow effect in contingent valuation
Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions
Across five studies, the authors investigate how social identification influences consumer preference for discount-based promotions (i.e., cents-off deals) versus donation-based promotions (in which
Warm-Glow versus Cold-Prickle: The Effects of Positive and Negative Framing on Cooperation in Experiments
This paper considers the standard linear public goods game under two experimental conditions. The positive-frame condition is the regular public goods game that experimental economists have studied
Valuing public goods: The purchase of moral satisfaction
Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes
The market share of brands positioned using ethical attributes typically lags behind brands that promote attributes related to product performance. Across four studies, the authors show that
Cause Marketing Effectiveness and the Moderating Role of Price Discounts
Can cause marketing (CM) be effective? If so, do price discounts moderate CM effectiveness? Despite the prevalence of linking product sales with donations to charity, field evidence of CM