Intention: customer perceived market orientation and perceived environmental sustainability information

Abstract

This study explores the relationships among factors that influence the perceptions of customers of new, technology-based products that include: 1) environmentally sustainable, publicly available information which includes organisations' marketing communications; 2) customers' perceptions of firms' market orientations; 3) the new product purchase intentions of those customers. The major research question that this study addresses is how do customers' perceptions of environmental sustainability information and perceptions of firms' market orientations relate to new, technology-based product purchase intentions? This research contributes to innovation theory and practice by suggesting how environmental sustainability information and firms' market orientations differentially influence potential customers' purchase intentions of technology-based products. This study's sample consists of two groups of university students from a public state university located in the USA. The first group of students is comprised of undergraduate students whereas the second group of students includes MBA programme graduate students. Study results and recommendations for marketing and new product development management are provided.