CONSUMERS’ PERCEPTIONS OF GREEN PRODUCT PURCHASES

Abstract

Green products are gaining much popularity in the market as consumers become very concerned about the environment and consider living in a healthier lifestyle of which they develop a strong preference and demand for purchasing environmentally friendly products (Akehurst, Afonso, & Goncalves, 2012; Norazah, 2013; Royne, Levy, & Martinez, 2011). They rely on products with clear green brand attributes and benefits that reduce adverse environment impact and incorporate environmental information into their product evaluations and purchase decision making (Raska & Shaw, 2012). Green brand is related to a “brand which offers a significant eco-advantage over the incumbents and able to attract consumer who set high priority to be green in their purchase” (Grant, 2008).
Companies such as Cisco, Hewlett Packett, and Nike, make known to their consumers that they incorporate sustainability into their business practices and the marketing functions (Raska & Shaw, 2012; Royne et al., 2011; Sheth, Sethia, & Srinivas, 2011). Their green marketing activities include manufacturing, differentiating, pricing and promoting products and services which can satisfy consumers’ environmental needs (Chen & Chang, 2012). Besides consumer products, transportation industry also emphasize on environmental benefits by introducing energy utilization efficiency in car manufacturing with a mixture of partly electric and partly conventional components, known as hybrid cars by car makers such as Honda, Toyota, etc. (Marcus & Fremeth, 2009; Oliver & Lee, 2010). This type of car helps to minimise the excessive greenhouse gas emissions on the earth and control risks of climate changes.