Importance of Price for Buying Environmentally Friendly Products

Abstract

This study considered price as an important indicator, which could affects customers' decisionmaking about buying an environmentally friendly product and investigated the intention of buyers for buying ecological product in comparison with non-environmentally friendly products with regard to price. For such a reason products have been categorized in three different categories such as: Short term, Middle term and Long-term products. The respondents were asked to answer whether they are interested to buy environmentally friendly products when the normal products exist in the market or they have no intention to buy these kinds of products. More over it has been tried to explore that how much the buyers will accept to pay more for environmentally friendly products rather than nonecological products in each category (short term, middle term and long term). Consequently, each category has been divided to six different percentage levels of price to indicate the percentage of acceptance by customers to pay more for the specified categories of eco-friendly products in comparison to non-environmentally friendly products. The result of this research shows that the majority of customers agree to pay certain percentage more to buy environmentally friendly products with eco labels and ecological characteristics rather than non-environmentally products when these green products are available in the market.

Ecolabeling as a Policy Instrument for More Sustainable Development: The Evidence of Supply and Demand Interactions from Russia

“…In summary, these results show that the higher the income level, the more willingness to pay for environmentally friendly goods is expressed by the respondent. This finding is not surprising and was reported earlier by Laroche et al [33], Schumacher [22], Kianpour [34], Wojnarowska et al [9] and others [35][36][37].…”

Towards green experiential loyalty

“…Lusch et al (2003, p. 250) defined support as “a future orientation towards action by behaviorally acting in a way that provides additional backing to the supported cause.” With regard to the increasing demand for environment-friendly products, many organizations are producing and replacing products with non-environment-friendly aspects (Kianpour et al , 2012). Therefore, this study proposes a novel construct, green support, and refers to Lusch et al ’s study (2003) to define it as a customer understanding the reasons for the eco-friendly change and approval of the eco-friendly change.…”

Marketing Verde: Comparando o consumo de produtos ecológicos nas gerações X e Y

“…Sousa, Castro e Oliveira (2016), também indicam que os consumidores verdes poderiam investir mais no fator preço, se os locais onde compram os seus produtos tivessem uma política mais ecológica. Porém, esta questão não consensual, já que o preço não deixa de ser um fator sensível aos consumidores, mesmo aos que têm um perfil mais ecológico, o que pode interferir negativamente com a compra (Kianpour, Jusoh & Asghari, 2012).…”

“…No que respeita aos rótulos dos produtos ecológicos, os resultados encontrados em ambas as gerações são semelhantes, mas como a identificação dos produtos ecológicos está diretamente relacionada com a fácil compreensão dos rótulos destes produtos (Rahbar & Wahid, 2011), sugere-se que as empresas tenham uma atenção particular nesta matéria. Outro aspeto essencial é o preço dos produtos ecológicos, pois embora a geração Y esteja disponível a pagar mais por um produto ecológico, é do conhecimento geral que o preço é sempre um aspeto sensível para os consumidores (Kianpour, Jusoh & Asghari, 2012). Logo, as marcas também devem ter este fator em consideração, não devendo concluir que um consumidor ecológico está sempre disposto a pagar um preço maior por um produto ecológico.…”