The Influence of Demographic Factors and Values on the Willingness to Pay More for Green Products

53% of consumers expressed desire to switch to eco-friendly products as of 2007. In today’s more environmentally conscious culture, that number has probably increased.

As more and more people are aware of environmental problems which our human being are facing, most people nowadays do shopping with some degree of morality in mind, taking social or environmental issues into consideration as they select from a range of product or services. Therefore, the concept of

As we have seen an increase in awareness around sustainability and climate change, with the help of Al Gore’s Inconvenient Truth documentary in 2006, we see organizations moving towards mitigating the effects of climate change in various ways (Al Gore, n.d). As this corporate social responsibility has become more prevalent, organizations are now pushing their green agenda by publishing sustainability reports, doing mass marketing and implementing sustainable business practices to portray the image that they too are working towards protecting the earth’s natural environment all the while focusing on their underlying goal of selling their products and

Second, the reading posits that eco certified wood is more expensive due to earn certification and because of this issue American are interested to opting cheaper and uncertified products. However, the professor says that it is obvious that American cares about price and who does not. According to the professor, people tend to be examined the prices and find it that witch is higher and witch one is lower. So, by finding less than 5 percent of difference they would choose the best with eco certification.

Frog’s Leap Winery is located in Napa, California has recently made steps to become more socially responsible and self-sustainable. This case analysis will study the effectiveness of the company’s newly implemented strategies and provides constructive feedback for the company. The winery industry is highly populated and Frog’s Leap Winery is only one of the thousands that consumers have to select from. The current market is very health conscious and these “green” consumers focus primarily on “Lifestyles of Health and Sustainability. The company has expanded it’s vineyards and increased it’s net sales with the past 10 years by emphasizing to the importance of the “triple bottom line,” which the

Consumerism often causes people to identify with a product or brand on a personal level. Certain products have come to represent different levels of society, with swankier products like muscle cars indicating high class and such products as generic “store brand” shampoo indicating low class. People feel that they have relationships with their favorite brands and products and define themselves by what they buy and own. The mass production of cheap products uses precious fossil fuels at an alarming rate. This has an obvious negative impact on the environment.

iii) The researcher of Greens & Co. found that American consumers visit different stores for

Cornelissen, G., Pandelaere, M., Luk, W., & DeWitte, S., (2008, February). Positive Cueing: Promoting Sustainable Consumer Behavior by Cueing Common Environmental Behaviors as Environmental. International Journal of Re

Additionally, on a socio-cultural level, many consumers feel that restaurants partaking in green initiatives and operations are doing their part to not only help sustain the earth but also to conserving natural resources (Hu, Parsa & Self, 2010). “Going green” is not simply a trend in the food service industry but around the world and in all forms of business. Corporate companies consider “going green” as a sensible business strategy in building recognition for corporate social responsibility among consumers concerned with environmental conservation efforts. Lastly, technological initiatives such as Energy Star appliances (dishwashers, refrigerators, ice machines, etc.) and faucets that use less water must also be analyzed in their ecological conservation capability and weighed against their financial costs (University of Notre Dame, 2014).

On your weekly trip to the supermarket it’s easy to find a number of products, from coffee to dishwashing soap, that flaunt their green attributes” (American Psychological Association, 2010). With such rumors of greenwashing, consumers are more confused than ever. However, some consumers know the tricks and are coming to find that there are companies whose marketing practices are legit, not exaggerated or deceiving. APA also found that, “people are willing to spend more of their hard-earned green on green products, according to a 2008 survey of 9,000 adults performed by the global business firm Boston Consulting Group” (American Psychological Association, 2010). Consumers who are willing to pay more for a product or service are assuming that they are purchasing a healthier, safer, and better quality product or service for the environment.

In order to plan effectively for long-term prospects in the market, businesses need to understand green consumers ' behaviour. To do this, business people have to examine the factors that influence 'green ' purchasing decisions.

In a world full of competitive markets, companies take many risks in order to make the most profit. Businesses strive to make money off of satisfying customer demands. In recent years, a heightened awareness for the environment has caused customers to demand more natural products. Knowing how a product is made can help the consumer make informed purchases. Conscious consumerism can help further reduce the human impact on the environment. In response to this demand, companies have increased their effort in the manufacturing sector to "go green" by producing items more sustainably. However, the task of differentiating the companies who are actually “going green” and those who aren 't, is difficult. Those companies who

With these social pressures continuing to occur, I believe society will witness businesses continually increasing economic protection. Promoting being green is as key for businesses as producing the product itself. Customers will refuse to purchase products from a particular business if they choose not participate in protecting the environment.

“The responsibility for giving not-so-sustainable products a green face—as well as for making truly green products as desirable as their counterparts—lies entirely in the hands of designers, as the make-up artists and storytellers for brands." despite their great profit potential, the companies in the green marketing are usually considered profit-oriented by general public; nonetheless, there are reasons that this industry benefits both general and environment. As the following, these benefits are discussed in the perspectives of company, customer, and environment.

In another study done by Rezai et al., (2013), also shows that, the perceptions of consumer in Malaysia also affected by the socio demographics factor such as age, income level, educational level, gender, race, geographical area and marital status. Consumers that have a higher educational level, high incomes, and gender are females, singles status and people living in the rural area are more aware and more positive perceptions towards green movement. Laroche et al., (2001) also found that women are more environmentally conscious than men and willing to pay premium for green hotel. It is showing that in the green movement, educational and understanding of the green concept is somewhat important in order to going green in Malaysia consumer. According to Deliotte (2008), a strong concern about sustainability comes from the millennial and they are willing to pay more for environmentally lodging. Moreover, Rezai et al., (2012), reports that majority of the Malaysian consumer believes that educational level is crucial in their perceptions towards green practice and most of them agreed it is helpful for them to buy green product if they were exposed to more green information. Ogbeide (2012), question in study, whether to reward or not for using the green hotel by preparing benefits such as discount or rewards point.