The Relative Importance of Products′ Environmental Attributes: A Cross‐cultural Comparison

As anecdotal evidence mounts that concerns over the environmental friendliness of products are heightening worldwide, there is a need to assess the importance of a product′s environmental attributes relative to its other attributes in consumers′ product choice decisions. Assesses and compares the trade‐offs among product attributes that American and Dutch consumers are willing to make for the sake of the environment, across three product categories. Survey research was conducted that examined attitudes regarding environmental protection and consumer choice criteria. Results suggest, based on conjoint analysis, that there are noteworthy differences between Americans and Dutch in how they value a product′s environmental attributes.