Customer Satisfaction in the Consumption of Green Products

Customer Satisfaction in the Consumption of Green Products

Violeta Sima (Petroleum-Gas University of Ploiești, Romania) and Ileana Georgiana Gheorghe (Petroleum-Gas University of Ploiești, Romania)
DOI: 10.4018/978-1-5225-2139-6.ch004
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Abstract

This chapter aimed to identify those factors that determine the green consumer satisfaction, having as the emerging point the consumer behavior definition and the sustainable development concept. The authors propose a new approach of the dimensions of the evaluation model for customer satisfaction including a new one, called The Green Dimension. An important goal was identifying the drivers of the consumer purchasing. The authors identified three main areas of the green dimension of customer satisfaction. They are related to Company, Product/service, and Price. Then some considerations regarding an integrated approach of strategic mix from a ‘green' perspective have been presented. According to research from Boston Consulting Group, in order to obtain a Green Advantage, companies should enhance their strategic mix taking into considerations green planning, green processes, green product, and green promotion. The authors added two more elements, namely people and eco-efficiency, resulting “The Green Strategy Mix”.
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Introduction

Green Economy involves the use of natural resources, energy, new technologies, and cleaner production methods in order to promote economic growth and create new jobs. To implement this concept, new models for sustainable consumption and production should be developed, which does not force the ecosystem.

In order to operationalize the Green Economy concept, the three aspects of sustainable development (environmental, economic and social) should be incorporated, to obtain a multi-dimensional outcome changing consumption patterns will require a multi-prong strategy focusing on demand, meeting the basic needs of the poor, and reducing wastage and the use of finite resources in the production process.

In order to implement the green economy at the national level, it is required close involvement of consumers and producers, along with the implementation of the main measures proposed and adopted at the national and international governing bodies.

The green economy requires changing consumer habits.

In order to assess consumer satisfaction, it is important to know the degree to which they are willing to pay extra for green products and services. This chapter is a theoretical approach to this problem.

The authors identified three main areas of the green dimension of customer satisfaction. They are related to Company, Product/Service, and Price.

The objective of this study is to highlight the links between green satisfaction and the three mentioned elements but also the transformations they bring in consumption patterns.

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