earticle

영어

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 proenvironmental 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 proenvironmental 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.