Abstract

This paper aims to investigate the consumer behavior towards purchasing environmentally-friendly or “green” products from marketing analysis and consumer price sensitivity standpoints.

The experimental methodology in this paper is based on statistical analysis of the survey questionnaire results and in-depth interviews with Canadian consumers. This paper indicates that a majority of consumers see added-value for environmentally-friendly products. The spending patterns are studied for different product price groups across customers of different age and genders. Moreover, analysis ofthe consumer price-sensitivityresults for green alternatives and different product categories,it demonstrates that the consumers attribute higher importance tothe green products that have more individual monetary benefits (e.g., energy-efficient products) over the oneswith more social and environmental benefits such as biodegradable products. This article also looks into the existing differences between gender and age groups inthis regards.

Adding the “green” dimension to original purchasing decision-making triangle of price – quality – brand, the findings of this paper illustrate on how the consumer behavior and priorities would differ for lower-end household items compared to more expensive products such as appliances and electronics.

Theseresults provide valuable insight to manufacturers, product managers and marketing directorstoefficiently price and innovatively market their greenproducts without negatively impacting the salesor compromising the profits.

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