Determinants of green product usage in two industries:|Personal care and information technology

Abstract

Green products are defined as products that do not produce any harm on the environment throughout their production, use or disposal. Green technological product production is aimed to use of recyclable and sustainable goods for saving the natural resources. Technologic and strategic details of achieving sustainability, innovation and high satisfaction of consumer in personal care products and technological products have been researched in this work with the analysis conducted by the data comprised from experienced end-users. In this work, the attitude – behavior inconsistencies in terms of hygienic green/sustainable paper product purchasing and technological green products was evaluated. It was concluded that innovation and insight of end-user has gained more significance due to changes in perception and tendency towards sustainable and environmental approaches particularly in production process. The main goal of this work to analyze how these ecological, green and sustainability innovations can be reflected in purchase behavior of customers towards green products. To do so, several parameters, e.g. predominant motives, facilitators and obstacles having an influence on purchase decision towards green products, were identified. Furthermore, the probable reasons for the reported inconsistencies in green purchase behavior were identified. This work also discusses the main predictions in consumer’s green purchase behavior. This will help policy makers and managers to encourage people for purchasing green products.