An empirical investigation of the determinants influencing consumers' planned choices of eco-innovative materials

Wood-polymer composites (WPCs) are eco-innovative materials combining wood and plastics. Due to the novelty, little is known about consumer acceptance. Investigating the drivers of consumers’ WPC choices reveals consumers’ perception of the materials’ advantages over competing ones. The predictors of WPC acceptance were examined within a theory of planned behaviour (TPB; Ajzen, 1991) framework. An online survey (N = 357), varying material x appearance within and product category between subjects, was conducted in Germany. Structural equation modelling revealed that the attitudes towards environmental and innovative product aspects and the subjective norm explain the intention to buy WPC products (R² = 0.56). Consumers’ choice behaviour was assessed with a choice-based conjoint analysis (CBCA) and predicted by the behavioural intention and perceived behavioural control (PBC) (R² = 0.39). Hence, the present study identifies important drivers of WPC acceptance that could be useful for deriving certain marketing implications, potentially fostering more eco-friendly consumption

Sustainability marketing: a global perspektive : a book review

Book review: Sustainability Marketing - A Global Perspective, Frank-Martin Belz, Ken Peattie, 2nd ed. Wiley, Chichester, West Sussex (2012). p. 336, ISBN 978-1-119-96619-7 (paperback) Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management). His research focuses on sustainability innovation and sustainability marketing. Ken Peattie is Professor at Cardiff Business School and his research interests include social marketing, corporate social responsibility, business ethics and education for sustainable development. Frank-Martin Belz and Ken Peattie are two experts with long-term research and teaching experience in sustainability marketing

Consumer acceptance of Wood-Polymer Composites: a conjoint analytical approach with a focus on innovative and environmentally concerned consumers

Wood-Polymer Composites (WPCs) can contribute towards resource efficiency as they mainly consist of wood by-products and/or waste materials. The eco-innovative materials represent a hybrid solution on the ‘two-evils’ continuum’ constituted by the competing materials of wood and plastics; the former being too expensive and resource consuming in mass consumption, the latter cheap but environmentally hazardous. However, consumer acceptance of WPCs is questioned due to the merger of components consumers perceive as being contradictory (wood and plastics). Additionally, it is discussed whether consumers' innovativeness enhances WPC acceptance, while eco-friendly consumers may reject WPCs because of environmental concerns related with the synthetic components. To determine the potential market for products made of eco-innovative materials, two German-language online studies (n = 198, n = 357) were created to examine consumer acceptance of WPCs in relation to the competing materials. Study 1 introduced a 3 (material: wood, WPC, plastics) × 2 (appearance: wooden or synthetic) within-subject design. Consistent with the expectations, study 1 showed a clear preference for wood over plastics based on a convenient sample. WPCs remained in the centre position, even for environmentally concerned consumers. Study 2 was conducted to replicate the findings with a representative sample. It additionally considered consumer innovativeness and included further product categories. WPCs only slightly deviated from the centre position in study 2. Mostly important, study 2 proved that the higher the environmental concern and the innovativeness of consumers, the more WPCs were accepted. When taken together, the results point to a greater WPC market than previous research had indicated. In general, premature concerns about innovative materials can be prevented by consumer acceptance studies examining the new materials' position in a surrounding ‘multi evils’ continuum’

Traceability system for capturing, processing and providing consumer-relevant information about wood products: System solution and its economic feasibility

Current research and practice reports indicate the existence of purchase barriers concerning eco-friendly products, e.g. wood products. These can be ascribed to consumers' mistrust regarding the non-observable environmental impact of wood products. To counter the mistrust, wood products are commonly endowed with eco-labels, which may be perceived mostly as a marketing tool, therefore not fulfilling their intended purpose. Current studies have shown that providing consumers with wood product information based on traceability systems increases product trust and purchase intentions, with those information items most valued by consumers being identified as well. Based on this, the paper proposes a traceability information system for the capturing, processing, and provision of product information using examples of wood furniture. Furthermore, a cost-benefit model for the proposed solution is developed. The calculations indicate the possibility of implementing traceability at the item level based on a four-layer system architecture enabling the capture and delivery of all information valued by consumers at acceptable costs. The proposed system helps to overcome purchase barriers of eco-friendly products, increasing consumers' product trust and purchase intentions

An empirical investigation of wood product information valued by young consumers

Recent media reports regarding wood products question the trustworthiness of wood origin declaration, the sustainability of production methods and the product quality. In light of this question, it becomes important to ensure consumer trust in wood and wood-based products. Current research indicates that providing product information enhances product trust and purchase intentions, while young consumers in particular seek detailed product information. However, it is necessary to determine which wood product information young consumers strongly value because providing a high amount leads to information overload. As information needs may vary between different consumer segments, the present work aims at identifying segments of young consumers and their preferred wood-product information. The importance of different wood product information items concerning the purchase decision was investigated with a German-language online survey (N = 185, age range 18–30). A cluster analysis revealed four consumer segments. Thereof, three segments (an environmentally oriented, an environmentally and quality oriented, and a quality oriented segment) valued the provision of wood product information. The preferred information types differed among the three segments. Overall, this paper provides insights into young consumers' preferences for wood product information and the consumer segments on which marketing should focus

Wood polymer composites and their contribution to cascading utilisation

Due to a shortage of resources and a growing competition of land use, sustainable and efficient resource utilisation becomes increasingly important. The application and multiple, cascading utilisation of renewable resources is aimed at to ensure an allocation and future availability of resources. Wood polymer composites (WPCs) are a group of innovative materials consisting of mainly renewable resources. By means of summarizing recent research, it is shown how WPC can potentially contribute to an enhanced cascading utilisation. For the production of WPC, waste materials and by-products from wood and agricultural industry, e.g. offcuts, sawdust, residues from board manufacturing, pulping sludge, can serve as a raw material. Furthermore, the cited literature presents the use of recycled polymers and biopolymers as a potential alternative for the polymer component of WPC. By using biodegradable polymers, a fully biodegradable composite can be formed. In addition to using recycled materials and potentially being biodegradable, it is pointed out that WPC furthermore offers the possibility of being recycled itself, therefore being considered as a “green composite”. Although the influence of contaminated waste streams and mixed filler and polymer types on the properties of WPC made with such recyclates is yet not fully understood and no collection systems exist for post-consumer WPC, in-house recycling on the production sites is identified as a promising option as it reduces production costs and enhances resource efficiency and cascading utilisation. On the basis of cited life cycle assessments, the eco friendliness of WPC is assessed resulting in the conclusion that WPC cannot compete with solid wood with respect to environmental impact but is an environmentally friendly alternative to neat plastics in several applications

Selecting decision-relevant ethical product attributes for grocery shopping

© 2018, Emerald Publishing Limited. Purpose: Despite the existence of various approaches for promoting ethical consumption, it remains a challenge to determine which ethical product features are actually decision relevant for consumers. Based on the assumption that values influence behavior across a range of situations, the purpose of this paper is to explore consumers preferences for product information items that address underlying motivators (i.e. concerns about the environment, animal welfare, other humans, price). Information preferences are also determined for different consumer segments separately, enabling one to target consumer groups with specific decision-relevant information. Design/methodology/approach: A German online survey was conducted with mainly young consumers. The survey used a choice-based conjoint analysis (CBCA) with the relevant product information items chosen based on an analysis of the attributes of dairy products and the guidelines for eco- and fair trade labels. The identified items were assigned to the ethical criteria of animal welfare, environmental protection, an d labor and human rights. These criteria, along with price and country of origin, represent the attributes of the CBCA. Findings: The results indicate that information about animal welfare increases consumer choice the most, followed by information about labor and human rights, and environmental protection. Three identified segments differ with respect to their decision-relevant product information: ethically motivated consumers (53.8 percent), price oriented consumers (12 percent), and price-quality oriented consumers (34.2 percent). Originality/value: This study contributes to a better understanding of how ethical product information can most effectively be communicated to consumers, particularly for dairy products. The results highlight the need to carefully select ethical product information based on the target consumer segment in order to promote ethical consumption

Unveiling ethical product features: The importance of an elaborated information presentation

© 2017 Elsevier Ltd Despite growing consumer awareness of ethical consumption, market sales are not growing accordingly. Because the presentation of appropriate ethical product information may influence consumers to choose ethical products, this paper analyses the requirements necessary for the successful communication of ethical product features. Based on McGuire's (1976) information-processing model, and a review of current literature, the information's comprehensibility, meaningfulness, and credibility are investigated in an online survey of US American citizens (n = 595) for two product categories representing Fast Moving Consumer Goods, and durable goods. A generalized mixed logit model revealed that all three communication factors affect consumers' choices. The more concerns about, or expertise in, organic production and fair trade purchase the consumers expressed, the less important their price sensibility and the more they preferred a comprehensive addendum and credible sources (e.g., government certificate or traceability). The results strongly suggest that advertisers and marketers can customize product communications in order to better engage both the mass market, and ethically oriented consumers

The Role of Technical and Process Quality of Chatbots: A Case Study from the Insurance Industry

Artificial intelligence (AI) influences customer service through benefits, such as reliability, availability, and economic efficiency. However, AI applications also involve challenges of user acceptance and quality concerns. To address these challenges, we investigate the factors that impact AI preference and adoption among users of a chatbot in a real customer service scenario. We focus on Emma, a customer service chatbot at a large Finnish insurance company. Our analysis, based on an online survey administered to 225 consumers using the chatbot for their customer service needs, shows that customers are reasonably satisfied with Emma, though they are generally do not prefer AI over a human. Users’ perceived process quality relating to “soft” aspects of interaction is quintessential in strengthening technical quality relating to effectiveness and efficiency of service, both contributing to AI preference. Thus, the chatbot’s problem-solving ability acts as a hygiene factor, which alone cannot ensure adoption. As a pleasing and useful interaction is prerequisite for user experience, organizations should consider both technical and process quality when implementing chatbots in customer service