Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions

Svenja Damberg; Morgane M.C. Fritz; Katerina Bozic; Ulla Saari

Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions

Svenja Damberg
, Morgane M.C. Fritz
, Katerina Bozic
, Ulla Saari

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific

Abstract

Building on previous literature of consumers’ green purchasing behavior, we develop and test a conceptual model to investigate the association of consumers’ trust in eco-product labels and green supply chain perceptions toward green purchasing behavior of Cradle-to-Cradle™ (C2C)-certified products. Studying a consumer sample of 276 consumers in Germany and applying the partial least squares structural equation modeling technique, we find that both the trust in C2C eco-product labels and more positive perceptions of green supply chains are important drivers of green purchasing behavior, in particular with the intention to purchase green products as a mediator. Our research expands the knowledge on green supply chain aspects among consumers as well as on the adoption of eco-product innovations, such as C2C product innovations. The paper offers important practical implications for the product innovation management of firms and green supply chain development. We further discuss theoretical implications for product innovation marketing and eco-product labeling as well as green marketing communication based on transparent green supply chain
management.

Original language	English
Title of host publication	Proceedings of the 29th Innovation and Product Development Management Conference
Subtitle of host publication	17-19 July, 2022, Hamburg, Germany
Publisher	European Institute for Advanced Studies in Management, EIASM
Number of pages	16
Publication status	Published - 2022
Publication type	B3 Article in conference proceedings
Event	Innovation and Product Development Management Conference: Innovation in the era of climate change - Technical University of Hamburg, Hamburg, Germany Duration: 17 Jul 2022 → 19 Jul 2022 https://www.xcdsystem.com/eiasm/program/wXZIX5p/?CFID=379948&CFTOKEN=b57c2c3466da936d-4E73BFF4-A9F0-6CE4-A4F3E7528AE1C817

Publication series

Name	Innovation and Product Development Management Conference
Publisher	EIASM
ISSN (Electronic)	1998-7374

Conference

Conference	Innovation and Product Development Management Conference
Abbreviated title	IPDMC 2022
Country/Territory	Germany
City	Hamburg
Period	17/07/22 → 19/07/22
Internet address	https://www.xcdsystem.com/eiasm/program/wXZIX5p/?CFID=379948&CFTOKEN=b57c2c3466da936d-4E73BFF4-A9F0-6CE4-A4F3E7528AE1C817

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure
SDG 12 Responsible Consumption and Production
SDG 13 Climate Action

Keywords

consumer behavior
cradle-to-cradle
eco-product innovation
green purchasing behavior
green supply chain management
PLS-SEM

Cite this

Damberg, S., Fritz, M. M. C., Bozic, K., & Saari, U. (2022). Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions. In Proceedings of the 29th Innovation and Product Development Management Conference: 17-19 July, 2022, Hamburg, Germany (Innovation and Product Development Management Conference). European Institute for Advanced Studies in Management, EIASM.

Damberg, Svenja ; Fritz, Morgane M.C. ; Bozic, Katerina et al. / Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions. Proceedings of the 29th Innovation and Product Development Management Conference: 17-19 July, 2022, Hamburg, Germany. European Institute for Advanced Studies in Management, EIASM, 2022. (Innovation and Product Development Management Conference).

@inproceedings{9ab9360890874710a5bcd2aab297e179,

title = "Consumers{\textquoteright} purchasing behavior of Cradle-to-Cradle{\texttrademark} products – The role of trust and supply chain perceptions",

abstract = "Building on previous literature of consumers{\textquoteright} green purchasing behavior, we develop and test a conceptual model to investigate the association of consumers{\textquoteright} trust in eco-product labels and green supply chain perceptions toward green purchasing behavior of Cradle-to-Cradle{\texttrademark} (C2C)-certified products. Studying a consumer sample of 276 consumers in Germany and applying the partial least squares structural equation modeling technique, we find that both the trust in C2C eco-product labels and more positive perceptions of green supply chains are important drivers of green purchasing behavior, in particular with the intention to purchase green products as a mediator. Our research expands the knowledge on green supply chain aspects among consumers as well as on the adoption of eco-product innovations, such as C2C product innovations. The paper offers important practical implications for the product innovation management of firms and green supply chain development. We further discuss theoretical implications for product innovation marketing and eco-product labeling as well as green marketing communication based on transparent green supply chain management. ",

keywords = "consumer behavior, cradle-to-cradle, eco-product innovation, green purchasing behavior, green supply chain management, PLS-SEM",

author = "Svenja Damberg and Fritz, \{Morgane M.C.\} and Katerina Bozic and Ulla Saari",

year = "2022",

language = "English",

series = "Innovation and Product Development Management Conference",

publisher = "European Institute for Advanced Studies in Management, EIASM",

booktitle = "Proceedings of the 29th Innovation and Product Development Management Conference",

note = "Innovation and Product Development Management Conference : Innovation in the era of climate change, IPDMC 2022 ; Conference date: 17-07-2022 Through 19-07-2022",

url = "https://www.xcdsystem.com/eiasm/program/wXZIX5p/?CFID=379948\&CFTOKEN=b57c2c3466da936d-4E73BFF4-A9F0-6CE4-A4F3E7528AE1C817",

}

Damberg, S, Fritz, MMC, Bozic, K & Saari, U 2022, Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions. in Proceedings of the 29th Innovation and Product Development Management Conference: 17-19 July, 2022, Hamburg, Germany. Innovation and Product Development Management Conference, European Institute for Advanced Studies in Management, EIASM, Innovation and Product Development Management Conference, Hamburg, Germany, 17/07/22.

Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions. / Damberg, Svenja; Fritz, Morgane M.C.; Bozic, Katerina et al.
Proceedings of the 29th Innovation and Product Development Management Conference: 17-19 July, 2022, Hamburg, Germany. European Institute for Advanced Studies in Management, EIASM, 2022. (Innovation and Product Development Management Conference).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific

TY - GEN

T1 - Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions

AU - Damberg, Svenja

AU - Fritz, Morgane M.C.

AU - Bozic, Katerina

AU - Saari, Ulla

PY - 2022

Y1 - 2022

N2 - Building on previous literature of consumers’ green purchasing behavior, we develop and test a conceptual model to investigate the association of consumers’ trust in eco-product labels and green supply chain perceptions toward green purchasing behavior of Cradle-to-Cradle™ (C2C)-certified products. Studying a consumer sample of 276 consumers in Germany and applying the partial least squares structural equation modeling technique, we find that both the trust in C2C eco-product labels and more positive perceptions of green supply chains are important drivers of green purchasing behavior, in particular with the intention to purchase green products as a mediator. Our research expands the knowledge on green supply chain aspects among consumers as well as on the adoption of eco-product innovations, such as C2C product innovations. The paper offers important practical implications for the product innovation management of firms and green supply chain development. We further discuss theoretical implications for product innovation marketing and eco-product labeling as well as green marketing communication based on transparent green supply chain management.

AB - Building on previous literature of consumers’ green purchasing behavior, we develop and test a conceptual model to investigate the association of consumers’ trust in eco-product labels and green supply chain perceptions toward green purchasing behavior of Cradle-to-Cradle™ (C2C)-certified products. Studying a consumer sample of 276 consumers in Germany and applying the partial least squares structural equation modeling technique, we find that both the trust in C2C eco-product labels and more positive perceptions of green supply chains are important drivers of green purchasing behavior, in particular with the intention to purchase green products as a mediator. Our research expands the knowledge on green supply chain aspects among consumers as well as on the adoption of eco-product innovations, such as C2C product innovations. The paper offers important practical implications for the product innovation management of firms and green supply chain development. We further discuss theoretical implications for product innovation marketing and eco-product labeling as well as green marketing communication based on transparent green supply chain management.

KW - consumer behavior

KW - cradle-to-cradle

KW - eco-product innovation

KW - green purchasing behavior

KW - green supply chain management

KW - PLS-SEM

M3 - Conference contribution

T3 - Innovation and Product Development Management Conference

BT - Proceedings of the 29th Innovation and Product Development Management Conference

PB - European Institute for Advanced Studies in Management, EIASM

T2 - Innovation and Product Development Management Conference

Y2 - 17 July 2022 through 19 July 2022

ER -

Damberg S, Fritz MMC, Bozic K, Saari U. Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions. In Proceedings of the 29th Innovation and Product Development Management Conference: 17-19 July, 2022, Hamburg, Germany. European Institute for Advanced Studies in Management, EIASM. 2022. (Innovation and Product Development Management Conference).

Consumers’ purchasing behavior of Cradle-to-Cradle™ products – The role of trust and supply chain perceptions

Abstract

Publication series

Conference

UN SDGs

Keywords

Fingerprint

Cite this