The marketability of eco‐products in China's affluent cities

The size and complexity of China make the undertaking of research on the marketability of eco‐products in general a difficult task. However, it is assumed that cultural values significantly influence attitudes and behaviors. Therefore, this paper which uses a structural equation model, considers the extent to which Chinese people living in affluent cities in Southern China are found to have a low level of eco‐knowledge. It has identified that once the Chinese learn the hazards of eco‐unfriendly products to users and their family, they demonstrate a willingness to use greener products. The green consumption preferences also vary from product to product in China. Choosing the right eco‐product is the key to success. A case study related to the use of eco‐friendly insecticide has been used to demonstrate the marketability of eco‐products in China's affluent cities and is presented in this paper. The result may show a new horizon to green marketers.