Sustainable Product Innovation and Consumer Demand in EU Market for Sustainable Products
Abstract
the industry and consumers have a role toward the actualisation of sustainable economy; sustainable product innovation and consumer sustainable purchasing are important avenues. Objective: This paper examines the relationship between sustainable product innovation and consumer patronage of sustainable products. Prior Work: the paper is inclined on the concept of sustainable production. Approach: Data were collected from the index of European Union Market for Sustainable Products. The data on sustainable sourcing, sustainable production strategy and consumer purchase of sustainable products were analysed using the fixed and random effects panel regression. Finding: results from the analysis indicate a significant positive relationship between sustainable sourcing, sustainable production strategy and consumer purchase at a p-value of less than 0.001. Implication: Producers of can improve sales of sustainable products by improving sustainable sourcing and production strategy. The paper provides academic case study for sustainable business and further research agenda is suggested to explore aspects of sustainable products most preferred by consumers. Value: this paper provides first empirical link between the EU data on sustainable sourcing and consumer patronage and provides initial result, which indicates that random effect regression provides a better model for this analysis.
References
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Chan, R. Y., & Lau, L. B. (2000). Antecedents of green purchases: a survey in China. Journal of Consumer Marketing, 17(4), 338-357.
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Martínez García de Leaniz, P., Herrero Crespo, Á., & Gómez López, R. (2018). Customer responses to environmentally certified hotels: The moderating effect of environmental consciousness on the formation of behavioral intentions. Journal of Sustainable Tourism, 26(7), 1160-1177.
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Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: can users really compete with professionals in generating new product ideas? Journal Of Product Innovation Management, 29(2), 245-256.
Princen, T. (1999). Consumption and environment: some conceptual issues. Ecological Economics, 31(3), 347-363.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38.
Robinson, R. and C. Smith (2002) Psychosocial and Demographic Variables Associated with Consumer Intention to Purchase Sustainable Produced Foods as Defined by the Midwest Food Alliance, Journal of Nutrition Education and Behaviour 34(6), 316–325.
Rudolph, K. (2018). Barriers to Acceptance of Bio-Based Substitutes: How Schema Incongruity Can Hinder the Purchase of Bio-Based Products. In Towards a Sustainable Bioeconomy: Principles, Challenges and Perspectives (pp. 117-133). Springer, Cham.
Shove, E. (2005). Changing human behaviour and lifestyle: a challenge for sustainable consumption,http://www.psi.org.uk/ehb/docs/shove-changinghumanbehaviourandlifestyle-200308.pdf
Skard, S. E. R. (2017). ‘Innovating for Trust’, in: Luders, M., Andreassen, W. T., Clatworthy, S and Hillestad, T. (Eds.) Trust and Service Innovation. Cheltenham: Edward Elgar, pp. 17 – 30
Sun, Y., Liu, N., & Zhao, M. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis. Journal of Cleaner Production, 209, 481-493.
Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
Tate K, Stewart AJ, Daly M (2014) Influencing green behaviour through environmental goal priming: the mediating role of automatic evaluation. Journal of Environmental Psychology 38:225–232
Tischner, U., Stø, E., Kjærnes, U., & Tukker, A. (Eds.). (2017). System Innovation for Sustainability 3: Case Studies in Sustainable Consumption and Production—Food and Agriculture. London: Routledge.
Vos, G. (2017). The Effects of Packaging Cue Congruency on the Perceived Sustainability and Purchase Intention of Sustainable Packaging Alternatives, MSC Thesis, Marketing & Consumer Behaviour -Wageningen University,http://edepot.wur.nl/410353
WBCSD (2009) Sustainable consumption, facts and trends,
http://www.saiplatform.org/uploads/Modules/Library/WBCSD_Sustainable_Consumption_web.pdf
Wever, R., Van Kuijk, J., & Boks, C. (2008). User‐centred design for sustainable behaviour. International Journal of Sustainable Engineering, 1(1), 9-20.
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31
Aschemann‐Witzel, J., & Zielke, S. (2017). Can't buy me green? A review of consumer perceptions of and behavior toward the price of organic food. Journal of Consumer Affairs, 51(1), 211-251.
Azzurra, A., Massimiliano, A., & Angela, M. (2019). Measuring sustainable food consumption: A case study on organic food. Sustainable Production and Consumption, 17, 95-107.
Balderjahn I, Buerke A, Kirchgeorg M, Peyer M, Seegebarth B, Wiedmann K-P (2013) Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability. Academy of Marketing Science Review 3(4):181–192
Cavaliere, A., & Ventura, V. (2018). Mismatch between food sustainability and consumer acceptance toward innovation technologies among millennial students: The case of Shelf Life Extension. Journal of Cleaner Production, 175, 641-650.
Chan, R. Y., & Lau, L. B. (2000). Antecedents of green purchases: a survey in China. Journal of Consumer Marketing, 17(4), 338-357.
Chatterjee, P., & Kay, M. J. (2010). Green Brand Extensions: The Role of Attribute-Product Schema Incongruity on the Processing of Environmental Claims. Proceedings of the Northeast Business & Economics Association 2010, p571-575.
EU (2019) the European Union Market for Sustainable Products: The Retail Perspective On Sourcing Policies And Consumer Demand,
http://www.intracen.org/uploadedFiles/intracenorg/Content/Publications/EU%20Market%20for%20Sustainable%20Products_Report_final_low_res.pdf
Fuchs, D., & Boll, F. (2018). Sustainable consumption. In Global Environmental Politics (pp. 93-112). London: Routledge.
Geipel, J., Hadjichristidis, C., & Klesse, A. K. (2018). Barriers to sustainable consumption attenuated by foreign language use. Nature Sustainability, 1(1), 31 – 33.
Gleim MR, Smith JS, Andrews D, Cronin JJ (2013) Against the green: a multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61
Govindan, K. (2018). Sustainable consumption and production in the food supply chain: A conceptual framework. International Journal of Production Economics, 195, 419-431.
Goworek, H., Land, C., Burt, G., Zundel, M., Saren, M., Parker, M., & Lambe, B. (2018). Scaling Sustainability: Regulation and Resilience in Managerial Responses to Climate Change. British Journal of Management, 29(2), 209-219.
Ibrahim, H., & Al-Ajlouni, M. M. Q. (2018). Sustainable consumption: Insights from the protection motivation (PMT), deontic justice (DJT) and construal level (CLT) theories. Management Decision, 56(3), 610-633.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.
Jorgenson, A. K. (2003). Consumption and environmental degradation: A cross-national analysis of the ecological footprint. Social Problems, 50(3), 374-394.
Kitzes, J., Wackernagel, M., Loh, J., Peller, A., Goldfinger, S., Cheng, D., & Tea, K. (2007). Shrink and share: humanity's present and future Ecological Footprint. Philosophical Transactions of the Royal Society B: Biological Sciences, 363(1491), 467-475.
Kostadinova, E (2016) Sustainable Consumer Behaviour: Literature Overview,https://www.unwe.bg/uploads/Alternatives/Elena_9_ALTERNATIVI_br2_2016-en.pdf
Mann, D., Thornton, L., Crawford, D., & Ball, K. (2018). Australian consumers’ views towards an environmentally sustainable eating pattern. Public Health Nutrition, 21(14), 2714-2722
Martínez García de Leaniz, P., Herrero Crespo, Á., & Gómez López, R. (2018). Customer responses to environmentally certified hotels: The moderating effect of environmental consciousness on the formation of behavioral intentions. Journal of Sustainable Tourism, 26(7), 1160-1177.
Nysveen, H., Pedersen, P. E., Skard, S. E. R., & Thorbjørnsen, H. (2012). Innovation in brand experiences,https://brage.bibsys.no/xmlui/bitstream/handle/11250/282851/Magma+1203_51-58.pdf?sequence=3
Papista, E., Chrysochou, P., Krystallis, A., & Dimitriadis, S. (2018). Types of value and cost in consumer–green brands relationship and loyalty behaviour. Journal of Consumer Behaviour, 17(1), 101 –113.
Peattie, K., & Belz, F. (2013). Sustainability marketing: A global perspective. London: John Wiley and Sons.
Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: can users really compete with professionals in generating new product ideas? Journal Of Product Innovation Management, 29(2), 245-256.
Princen, T. (1999). Consumption and environment: some conceptual issues. Ecological Economics, 31(3), 347-363.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38.
Robinson, R. and C. Smith (2002) Psychosocial and Demographic Variables Associated with Consumer Intention to Purchase Sustainable Produced Foods as Defined by the Midwest Food Alliance, Journal of Nutrition Education and Behaviour 34(6), 316–325.
Rudolph, K. (2018). Barriers to Acceptance of Bio-Based Substitutes: How Schema Incongruity Can Hinder the Purchase of Bio-Based Products. In Towards a Sustainable Bioeconomy: Principles, Challenges and Perspectives (pp. 117-133). Springer, Cham.
Shove, E. (2005). Changing human behaviour and lifestyle: a challenge for sustainable consumption,http://www.psi.org.uk/ehb/docs/shove-changinghumanbehaviourandlifestyle-200308.pdf
Skard, S. E. R. (2017). ‘Innovating for Trust’, in: Luders, M., Andreassen, W. T., Clatworthy, S and Hillestad, T. (Eds.) Trust and Service Innovation. Cheltenham: Edward Elgar, pp. 17 – 30
Sun, Y., Liu, N., & Zhao, M. (2019). Factors and mechanisms affecting green consumption in China: A multilevel analysis. Journal of Cleaner Production, 209, 481-493.
Tanner, C., & Wölfing Kast, S. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883-902.
Tate K, Stewart AJ, Daly M (2014) Influencing green behaviour through environmental goal priming: the mediating role of automatic evaluation. Journal of Environmental Psychology 38:225–232
Tischner, U., Stø, E., Kjærnes, U., & Tukker, A. (Eds.). (2017). System Innovation for Sustainability 3: Case Studies in Sustainable Consumption and Production—Food and Agriculture. London: Routledge.
Vos, G. (2017). The Effects of Packaging Cue Congruency on the Perceived Sustainability and Purchase Intention of Sustainable Packaging Alternatives, MSC Thesis, Marketing & Consumer Behaviour -Wageningen University,http://edepot.wur.nl/410353
WBCSD (2009) Sustainable consumption, facts and trends,
http://www.saiplatform.org/uploads/Modules/Library/WBCSD_Sustainable_Consumption_web.pdf
Wever, R., Van Kuijk, J., & Boks, C. (2008). User‐centred design for sustainable behaviour. International Journal of Sustainable Engineering, 1(1), 9-20.
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31
Published
2020-08-27
How to Cite
Ngwakwe, C. (2020). Sustainable Product Innovation and Consumer Demand in EU Market for Sustainable Products: Array. Acta Universitatis Danubius. Œconomica, 16(5). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/407
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Business Administration and Business Economics
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