Consumer Satisfaction towards Green Products: Empirical Insights from Romania

Abstract

The current model of linear economy is causing accelerated consumption and an extensive use of natural resources that accentuates the effects of the current global environmental crisis. In this context, green products are becoming a key element in the transition to a sustainable consumption and production model. The main goal of this paper is to identify the factors predicting youth consumer satisfaction towards green products and to analyze the public perception of green brand products in Romania. Considering these goals, a questionnaire was developed and applied to 268 participants. The results show that a positive attitude towards green products and the level of information held by the consumers about them are significant predictors of green product satisfaction. Moreover, the importance of products being green significantly predicts the purchase of such products. Further implications and research directions are discussed towards the end.

Determinants of CSR and green purchase intention: Mediating role of customer green psychology during COVID-19 pandemic

“…GPI is gaining wider interest from various worldly scholars since consumers became more mindful to obtain the products manufactured under green operations or environment-friendly production processes ( Biswas and Roy, 2015 ; Lakatos et al, 2021 ; Waheed and Zhang, 2020 ). It is the time to engage consumers as they want to be engaged consequently firms need to revise strategies to better align consumers’ interests along with organizational interests ( Lakatos et al, 2021 ).…”

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…One way to demonstrate the results for GM is through the consumer purchasing behavior [81]. Knowing this relationship, it can be concluded that if organizations apply effective GM strategies, these will have a direct impact on green purchasing intentions and responsible effective purchases, positioning their brand and increasing their profitability [10,78,90,100].…”

“…Regarding the practices oriented to the development of green products and services, it is prioritized that the products to be marketed are ecological, from the acquisition of raw materials for their preparation to the form of the presentation and sale of the product, which is aimed at a segment of consumers concerned about the environment. In this regard, studies on the development of green products agree on the characteristics that these must have to be considered "environmentally friendly"; in this way, studies based on the circular economy are associated with this group of practices detected in the literature [101], as well as the evaluation of the impact of these products on the environment [10]. In the review of documents, it was found that the quality of the products and the manufacturing strategies have a causal relationship with various manifestations in consumer purchasing behaviors [25,64,[80][81][82][83], coinciding with the aforementioned studies that point out that the design of products in a circular economy must ensure a reduction in environmental damage through actions such as innovation in eco-design, recycling, product durability, the use of renewable resources, prevention of and reduction in waste during production, and the constant evaluation of the impact of products on the environment [10,101].…”

“…In this regard, studies on the development of green products agree on the characteristics that these must have to be considered "environmentally friendly"; in this way, studies based on the circular economy are associated with this group of practices detected in the literature [101], as well as the evaluation of the impact of these products on the environment [10]. In the review of documents, it was found that the quality of the products and the manufacturing strategies have a causal relationship with various manifestations in consumer purchasing behaviors [25,64,[80][81][82][83], coinciding with the aforementioned studies that point out that the design of products in a circular economy must ensure a reduction in environmental damage through actions such as innovation in eco-design, recycling, product durability, the use of renewable resources, prevention of and reduction in waste during production, and the constant evaluation of the impact of products on the environment [10,101]. In addition, strategies based on the use of labels and ecological plastic bags were detected, which were also found to be directly related to increased trust, awareness, satisfaction, WOM, loyalty, and purchasing intentions and decisions [76][77][78][79]85].…”

“…The authors have called these efforts Green Marketing (GM), which seeks to satisfy the needs of a consumer who has a preference for eco-friendly products and services [9,10]. In this way, the consumer is more demanding and constantly evaluates corporate prestige, distrusting companies that only seek to clean up their image through "Greenwashing" [11].…”