03258nas a2200253 a 450000500170000000800410001703500150005810000170007324500670009026000670015730000230022449000330024750200570028050001470033752021180048465000280260265000140263070000340264470000420267870000470272071001070276781000650287485600650293920260818223712.0210426s2016    th uu m rtt   0|  a1eng d  a.b123689450 aBurhanudin  10aSwitching mechanisms toward purchasing eco-friendlier products  aPathum Thani, Thailand :bAsian Institute of Technology,c2016  a155 leaves :bill.1 aDissertation ;vno. SM-16-10  aThesis (Ph.D.) - Asian Institute of Technology, 2016  aA dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management  aConsumers are widely exposed to environmental problems. Capturing market  opportunities can be achieved by understanding consumers{u2019} willingness to switch to  eco-friendlier products. This study aims to investigate the switching mechanisms toward purchasing eco-friendlier products by proposing a model involving post purchase evaluation concerning the purchase process, purchased product, and the happiness leading to switching intention toward purchasing products. An experiment  was conducted to test the model using 276 participants. The study found post-purchase  evaluation concerning the purchased product and happiness, but not concerning the  purchase process, which leads to switching intention. Specifically, this study found that  participants evaluate purchased products by following the principle of loss aversion  through perceiving that eco-friendlier products can also deliver prior product benefits.  Loss aversion influences switching intention through the regret experienced from failure  to purchase an eco-friendlier product. This study further found that participants evaluate  happiness by focusing illusion through the heightened perception that their lives are  highly dependent on the environment, and therefore, that environmental conditions influence their happiness. Focusing illusion influences switching intention through  environmental concern. Hence, consumers exhibit switching intention toward  purchasing eco-friendlier products as a means for releasing the regret experience and as  a concern over the environment. The findings imply that effective communication to  customers on how companies{u2019} products save the environment may encourage their  customers to stay with the current companies{u2019} products. Further, the findings also  imply that such effective communication may attract new target customers by switching  to their products to better save the environment. Because this study focuses on testing  the model of an environmental issue concerning water contamination, future research  could deal with other environmental issues, such as global warming. 0aCounterfactuals (Logic) 0aConsumers1 aFerguson, David,eChairperson1 aBadir, Yuosre,eExamination Committee1 aSantoso, Djoen San,eExamination committee2 aDirectorate General of Higher Education (DIKTI)  STIE Perbanas Surabaya, Indonesia,eScholarship Donor2 aAsian Institute of Technology.tDissertation ;vno. SM-16-10  3Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B12810