Journal
JOURNAL OF CLEANER PRODUCTION
Volume 133, Issue -, Pages 1328-1336Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jclepro.2016.06.012
Keywords
Green products; Willingness to pay; Premium price for green products; Multivariate logistic regression; Influential factors
Categories
Funding
- Ministry of Commerce as part of the project Current Status and Progress of Environment Protection and Energy Conservation in Chinese Retailing Industry
Ask authors/readers for more resources
Green consumption behaviors are based on consumers' attitude. However, there is a gap between them. Improving green consumption attitude will to a large extent affect the acceptance of green consumption. The study interviewed consumers in four representative cities in China through questionnaires, which was to search for a solution that affect consumers' willingness to pay for green products by employing a multivariate logistic regression. Furthermore, an empirical analysis was made to study their green consumption behaviors. It is shown that Chinese consumers have already been aware of green consumption to a certain extent and that green consumption willingness is influenced by age, location, sources of information, and a host of other factors. At present, nearly half of the consumers are willing to pay an extra of no more than 5% for green products, which is lower than the premium price for green products relative to non-green ones. However, the actual premium price of green products in China exceeds this level in general, rendering green products a less advantageous position in markets. Approaches including multiple marketing channels, trade-in services, and green branding can effectively raise consumers' reserve price for green products. (C) 2016 Elsevier Ltd. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available