Featured Research

from universities, journals, and other organizations

Are consumers more likely to purchase unintentionally green products?

Date:
August 26, 2014
Source:
University of Chicago Press Journals
Summary:
A Fortune 500 company is redesigning a popular product using materials that are friendlier to the environment. How will consumers respond to the newly redesigned, 'greener' product? According to a new study, consumers are more likely to purchase a product if they think helping the environment is not the intended purpose of a product improvement.

A Fortune 500 company is redesigning a popular product using materials that are friendlier to the environment. How will consumers respond to the newly redesigned, "greener" product? According to a new study in the Journal of Consumer Research, consumers are more likely to purchase a product if they think helping the environment is not the intended purpose of a product improvement.

"When a company makes a product that is better for the environment, consumers are actually less likely to purchase it if the environmental benefit is perceived as intentional rather than the result of some other effort," write authors George E. Newman, Margarita Gorlin, and Ravi Dhar (all Yale University). "If a company intentionally made a product better for the environment, consumers believe the product's quality must have suffered because the company diverted resources away from product quality."

In a series of studies, consumers learned about a company that manufactures household cleaning products and were told that the company either intended to make the product better for the environment or that the environmental gain was the result of another improvement.

Consumers thought the products were higher in quality and were more likely to purchase the cleaning products when the improvement was unintended. Even when the company's intentions were not disclosed, consumers thought the products suffered from a quality control problem, suggesting that consumers automatically perceive green products as being lower quality even when a company does not specify its intentions.

"Companies improving a basic product feature (making something more environmentally friendly or better tasting) should either position the improvement as unintended or emphasize that the primary goal is improving the quality of the product. On the other hand, companies looking to advertise their fair trade or sustainable production practices or their donations to charity can advertise those actions without worrying that it will affect perceptions of their products," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. George E. Newman, Margarita Gorlin, Ravi Dhar. When Going Green Backfires: How Firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements. Journal of Consumer Research, 2014; 823 DOI: 10.1086/677841

Cite This Page:

University of Chicago Press Journals. "Are consumers more likely to purchase unintentionally green products?." ScienceDaily. ScienceDaily, 26 August 2014. <www.sciencedaily.com/releases/2014/08/140826121100.htm>.
University of Chicago Press Journals. (2014, August 26). Are consumers more likely to purchase unintentionally green products?. ScienceDaily. Retrieved September 14, 2014 from www.sciencedaily.com/releases/2014/08/140826121100.htm
University of Chicago Press Journals. "Are consumers more likely to purchase unintentionally green products?." ScienceDaily. www.sciencedaily.com/releases/2014/08/140826121100.htm (accessed September 14, 2014).

Share This



More Science & Society News

Sunday, September 14, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Frustration As Drone Industry Outpaces Regulation In U.S.

Frustration As Drone Industry Outpaces Regulation In U.S.

Newsy (Sep. 14, 2014) U.S. firms worry they’re falling behind in the marketplace as the FAA considers how to regulate commercial drones. Video provided by Newsy
Powered by NewsLook.com
Shocker: Journalists Are Utterly Addicted To Coffee

Shocker: Journalists Are Utterly Addicted To Coffee

Newsy (Sep. 13, 2014) A U.K. survey found that journalists consumed the most amount of coffee, but that's only the tip of the coffee-related statistics iceberg. Video provided by Newsy
Powered by NewsLook.com
Museum Traces Fragments of Star-Spangled Banner

Museum Traces Fragments of Star-Spangled Banner

AP (Sep. 12, 2014) As the Star-Spangled Banner celebrates its bicentennial, Smithsonian curators are still uncovering fragments of the original flag that inspired Francis Scott Key's poem. (Sept. 12) Video provided by AP
Powered by NewsLook.com
Ebola Batters Sierra Leone Economy Too

Ebola Batters Sierra Leone Economy Too

Reuters - Business Video Online (Sep. 12, 2014) The World Health Organisation warns that local health workers in West Africa can't keep up with Ebola - and among those countries hardest hit by the outbreak, the economic damage is coming into focus, too. As David Pollard reports, Sierra Leone admits that growth in one of the poorest economies in the region is taking a beating. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

    Technology News



    Save/Print:
    Share:

    Free Subscriptions


    Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

    Get Social & Mobile


    Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

    Have Feedback?


    Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
    Mobile: iPhone Android Web
    Follow: Facebook Twitter Google+
    Subscribe: RSS Feeds Email Newsletters
    Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins