Short answer
To increase the adoption of green products, designers and marketers must prioritize consumer education and value communication, while carefully considering pricing strategies.
- Field
- Innovation & Markets
- Source
- International Journal of Academic Research in Business and Social Sciences (2022)
- Method
- Quantitative survey research
- Sample
- 216 participants
- Evidence
- Moderate effect
Consumer willingness to buy environmentally friendly products is positively influenced by their attitudes, social norms, perceived control, and product knowledge, but negatively impacted by price. This innovation & markets research insight is drawn from a 2022 study published in International Journal of Academic Research in Business and Social Sciences. Using Quantitative survey research with 216 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: To increase the adoption of green products, designers and marketers must prioritize consumer education and value communication, while carefully considering pricing strategies.
Green Purchase Intention: Price Sensitivity vs. Product Knowledge
Consumer willingness to buy environmentally friendly products is positively influenced by their attitudes, social norms, perceived control, and product knowledge, but negatively impacted by price.
International Journal of Academic Research in Business and Social Sciences · 2022
Key Findings
- 01Attitude, subjective norm, perceived behavioral control, and product knowledge have a positive and significant relationship with green purchase intention.
- 02Price has a negative and significant relationship with green purchase intention.
Application
Design takeaway
To increase the adoption of green products, designers and marketers must prioritize consumer education and value communication, while carefully considering pricing strategies.
How to apply
When designing and marketing eco-friendly products, conduct market research to understand the specific knowledge gaps and price sensitivities of your target audience. Develop educational content and value propositions that clearly articulate the long-term benefits and justify the price.
Project actions
- 01When researching consumer behavior for a design project, consider how both product features and external factors like price influence decisions.
- 02Use surveys to gather quantitative data on consumer attitudes and preferences.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Applies a well-established theoretical model (TPB) with relevant modifications.
- +Investigates a timely and important topic in sustainable consumption.
Limitations
Generalizing findings from one country to another can be challenging. The study relies on self-reported intentions, which may not always translate to actual purchasing behavior.
Reliability & validity
The study uses established scales for TPB constructs, which generally offer good reliability and validity. However, the online survey method and purposive sampling might affect external validity.
Think critically
How can designers and marketers create a perceived value for green products that transcends price sensitivity, perhaps by emphasizing long-term savings, health benefits, or brand reputation?
Design Principles
"The perceived value of a sustainable product is a function of its environmental benefits, functional performance, and price point, moderated by consumer knowledge and social influences."
Understanding the interplay between perceived value (price) and informed choice (product knowledge) is crucial for developing effective marketing strategies for sustainable products. Designers and marketers need to balance cost-effectiveness with clear communication of environmental benefits to drive adoption.
What This Means for Your Design
People are more likely to buy 'green' products if they feel good about them, their friends approve, they feel they can actually buy them, and they know about them. But if they are too expensive, people won't buy them.
How to use in your project
- 1.This study can inform the justification for design choices related to product features, marketing, and pricing in a design project focused on sustainable products.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that while consumer knowledge and positive attitudes towards green products are key drivers of purchase intention, price remains a significant barrier. Therefore, design projects aiming for market success with sustainable products must balance environmental benefits with economic viability and effective consumer education.
Source
International Journal of Academic Research in Business and Social Sciences
The Role of Pricing and Product Knowledge on Malaysian Consumers’ Green Purchase Intention
journal · 2022
View sourceQuestions About This Research
- What does the research say about green purchase intention: price sensitivity vs. product knowledge?
- To increase the adoption of green products, designers and marketers must prioritize consumer education and value communication, while carefully considering pricing strategies. Evidence: International Journal of Academic Research in Business and Social Sciences (2022).
- Why does "Green Purchase Intention: Price Sensitivity vs. Product Knowledge" matter for design?
- Understanding the interplay between perceived value (price) and informed choice (product knowledge) is crucial for developing effective marketing strategies for sustainable products. Designers and marketers need to balance cost-effectiveness with clear communication of environmental benefits to drive adoption.
- How can designers apply this research?
- To increase the adoption of green products, designers and marketers must prioritize consumer education and value communication, while carefully considering pricing strategies.
- What were the main findings?
- Attitude, subjective norm, perceived behavioral control, and product knowledge have a positive and significant relationship with green purchase intention.. Price has a negative and significant relationship with green purchase intention.
- What research method was used?
- Quantitative survey research with 216 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2022 journal from International Journal of Academic Research in Business and Social Sciences.
- What should I do differently in my next project?
- When designing and marketing eco-friendly products, conduct market research to understand the specific knowledge gaps and price sensitivities of your target audience. Develop educational content and value propositions that clearly articulate the long-term benefits and justify the price.
- What are the limitations?
- The study was conducted in Malaysia, and findings may not be generalizable to other cultural contexts. The use of purposive sampling may introduce bias.