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

Tutkimustuotos: KonferenssiartikkeliScientific

Abstrakti

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.
AlkuperäiskieliEnglanti
OtsikkoProceedings of the 29th Innovation and Product Development Management Conference
Alaotsikko17-19 July, 2022, Hamburg, Germany
KustantajaEuropean Institute for Advanced Studies in Management, EIASM
Sivumäärä16
TilaJulkaistu - 2022
OKM-julkaisutyyppiB3 Vertaisarvioimaton artikkeli konferenssijulkaisussa
TapahtumaInnovation and Product Development Management Conference: Innovation in the era of climate change - Technical University of Hamburg, Hamburg, Saksa
Kesto: 17 heinäk. 202219 heinäk. 2022
https://www.xcdsystem.com/eiasm/program/wXZIX5p/?CFID=379948&CFTOKEN=b57c2c3466da936d-4E73BFF4-A9F0-6CE4-A4F3E7528AE1C817

Julkaisusarja

NimiInnovation and Product Development Management Conference
KustantajaEIASM
ISSN (elektroninen)1998-7374

Conference

ConferenceInnovation and Product Development Management Conference
LyhennettäIPDMC 2022
Maa/AlueSaksa
KaupunkiHamburg
Ajanjakso17/07/2219/07/22
www-osoite

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