Attributes of Environmentally Friendly Consumer Behavior

Abstract The main objective of this paper is to propose a method for evaluating how consumers assess the value of environmentally friendly (EF) product characteristics and behavior. Attitudes and opinions of consumers regarding the “green” value of the different aspects of the full cycle of EF consumer behavior-purchasing, using and disposal behavior-are measured by means of conjoint analysis. The green perception of consumers does not directly indicate the green behavior of consumers but it gives an indication of what consumers think is EF. On the basis of the results policy makers and industry can diagnose consumers' perceived cost-benefit relationship of EF consumer behavior. An evaluation of mismatches between what researchers consider as EF behavior and EF products and what consumers think is EF can be made. Marketeers, government and EF organisations can draw on our research results when developing EF products and/or advertising campaigns.