Consumer behavior on ecoproduct: why consumers do not buy an ecoproduct

Abstract

In order to find the reason why consumers do not buy an ecoproduct, and to develop ecoproducts that are sellable and successful in the market, consumer behavior analysis was approached. There are three main consumer research areas: consumer affect and cognition, consumer overt behavior, and consumer environment analysis. Particularly, in the consumer cognition analysis, consumer decision-making process was studied, and identified the raised problems in the process especially on ecoproducts. As a result, four tasks are identified as the key problems in the process. To solve the above tasks, eco means-end chain analysis was proposed as a methodology. It is based on the consumers product involvement that they think in the way of the chain when they see a product attributes. Moreover, guidelines for green marketers and ecodesigners are proposed based on the eco means-end chain. It can give the tips how to implement green marketing effectively at the consumers' viewpoint. Moreover, it helps to solve the two major problems, selecting consumer favorable ideas in the decision making process among the design ideas, and giving clear reasons to convince management.