Abstract
Previous studies have failed to provide a comprehensive view on the value perception of green products. The present research takes up this challenge through an experiment in which 43 participants have interacted with and evaluated 40 products—20 baseline products and 20 green products of the same categories. The experiment included both self-assessments to monitor conscious evaluations of the products and biometric measurements (Eye-Tracking and Galvanic Skin Response) to capture unconscious aspects. The results show that different forms of perceived value emerge clearly. Green products, for which participants required greater efforts in the search for relevant information, boost the value attributed to creative solutions still believed of high quality. This effect is significantly more evident for participants showing remarkable interest for sustainability issues. Conversely, alternative products feature greater value perception because they are acknowledged to be functional and reliable.
Highlights
E-commerce applications, supermarkets, and shopping malls allow consumers to find and compare a wide range of competitive products
The present paper represents a first attempt of an exploratory comprehensive study on the overall consumer value perception (CVP) phenomenon, which has been besides often limited to the elicitation of preferences so far
The interaction between Principal Components (PCs) and Sustainability_ID indicated that the difference between the components information foraging (IF), innovative value (IV) and voluntary wide exploration (VWE) with respect to the reference Level of arousal (LA) was higher in the Green Products (GPs) than in the baseline products, while the opposite occurred in the components ordinary value (OV) and Price overestimation (PO)
Summary
E-commerce applications, supermarkets, and shopping malls allow consumers to find and compare a wide range of competitive products. The correlations between choices and attributes highlighted that participants often perceive the presence of a design compromise between performance and sustainability Building upon these results, Luchs et al [21] studied the emotional factors affecting the choice of GPs rather than products with higher performance, revealing that consumer feelings of confidence and guilt increase the chances of choosing the former. A 30% premium price for GPs would have been accepted by 20% of participants for the purchase of furniture (10% for cars) These results were supported and extended by O’Rourke and Ringer [29], who found that providing information on sustainability has a positive impact on consumers with pro-environmental attitudes. Very different aspects have been investigated, but the variability among objectives and methods has given rise to useful and interest insights, but not to a comprehensive framework regarding the CVP of GPs
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