International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Consumer Preference for Credit Card Benefits: The Effect of Pro-Environmental Disposition

  • Kim, Moon-Yong (College of Business, Hankuk University of Foreign Studies)
  • Received : 2022.02.03
  • Accepted : 2022.02.09
  • Published : 2022.03.31
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Abstract

The current research examines whether consumers' preference for credit card benefits (i.e., general credit card benefits vs. credit card benefits related to green life) differs according to their pro-environmental disposition. Specifically, we predict that for consumers with high (vs. low) pro-environmental disposition, their preference for credit card benefits related to green life will be higher, while preference for general credit card benefits will not be different between low and high pro-environmental disposition groups. An online survey (N = 487) was conducted to test the hypotheses. Consistent with the hypotheses, the results indicate that (1) respondents with high pro-environmental donation intention, as compared to those with low pro-environmental donation intention, had higher preference for credit card benefits related to green life; and (2) there was no significant difference in preference for general credit card benefits between high and low pro-environmental donation intention groups. We suggest an important insight into how credit card companies approaching ESG issues can increase their consumers' preference for credit card benefits relevant to green life, considering consumers' individual differences such as pro-environmental disposition.

Keywords

Acknowledgement

This work was supported by Hankuk University of Foreign Studies Research Fund of 2021.

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