Value Perception of Green Products: An Exploratory Study Combining Conscious Answers and Unconscious Behavioral Aspects

Sustainability

Demis Basso¹  Yuri Borgianni²  Lorenzo Maccioni² 

[1] CESLab, Faculty of Education, Free University of Bozen-Bolzano, 39042 Brixen, Italy;Faculty of Science and Technology, Free University of Bozen-Bolzano,39100 Bolzano, Italy;

关键词: green products;    value perception;    eco-design;    eye-tracking;    biometric measures;    attitude-behavior gap;    willingness to pay;    estimated price;    creativity;    principal component analysis;   

DOI  :  10.3390/su11051226

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown