The effect of hostage posting on consumer green behavior through the reduction of adverse selection risk

This study aims to investigate the role of hostage posting on green consumer behavior through the mediation of adverse selection. Consumer green behavior is encouraged globally due to the increase in environmental deterioration. However, the uncertain situation when buying green products and consumer distrust on online shopping platforms may discourage purchasing green products. Therefore, it is essential to find ways to convince the potential buyers about the product quality or performance, and induce their intention to buy, particularly green products. Hostage posting plays an essential role in convincing the consumers on product quality due to the “self-punishment” commitment if the product quality or performance is not up to expectation. That can reduce the perception of adverse selection, indicating a lower risk of buyers getting a “lemon” (or bad quality products). The lower perception of adverse selection will increase consumers’ trust in such products and their intention to buy them. This paper intends to discuss these propositions for further research.