Do Consumers Value Environmental Innovation in Product?

被引:20
|
作者
Aibar-Guzman, Cristina [1 ]
Somohano-Rodriguez, Francisco M. [2 ]
机构
[1] Univ Santiago de Compostela, Fac Ciencias Econ & Empresariales, Santiago De Compostela 15782, Spain
[2] Univ Cantabria, Fac Ciencias Econ & Empresariales, Santander 39005, Spain
关键词
customer purchasing behavior; environmentally friendly products; eco-product innovation; eco-design; CORPORATE SOCIAL-RESPONSIBILITY; WILLINGNESS-TO-PAY; ECO-INNOVATION; FINANCIAL PERFORMANCE; STAKEHOLDER ENGAGEMENT; MULTIVARIATE PROPOSAL; ECONOMIC-PERFORMANCE; BUSINESS PERFORMANCE; GREEN INNOVATION; PRACTICES INDEX;
D O I
10.3390/admsci11010033
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
Customers are considered to be major stakeholders whose demands and preferences have a strong influence on corporate strategies. In this sense, increased consumer environmental awareness has led to a growing demand for environmentally friendly products which, in turn, has compelled firms to adopt innovative forms of integrating environmental protection into product development and production processes. Nevertheless, an "attitude-behavior gap" has been witnessed, which implies that consumers' environmental attitudes do not always translate into an actual ecologically compatible purchasing behavior and, consequently, eco-product innovations will not necessarily entail a positive economic impact for companies. This paper aims to analyze if the companies that invest in eco-product innovation are valued by consumers, showing higher growth. Specifically, we propose that eco-product innovation has a positive effect on a firm's sales growth. Additionally, we aim to analyze the consumers' preferences in relation to eco-product innovations considering two alternative approaches that companies can follow in this respect: eco-design and products with ecological use. The results obtained for an unbalanced sample of 5391 international companies corresponding to the period 2002-2017 (51,666 observations) show that proactive environmental innovation strategies are positively valued by consumers, having a positive impact on the companies' sales growth. Furthermore, consumers show a greater preference for environmental innovations in eco-design than for products with ecological use.
引用
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页数:15
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