Customer Satisfaction in the Consumption of Green Products

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”.

Implication of TNCS In Agri-Food Sector – Challenges, Constraints and Limits - Profit or CSR?

“…Socially responsible companies must comply with legal regulations and make additional investment in human capital, the environment and improve their relationships with stakeholders. (Siano et al, 2010;Matei, 2013;Siminica and Sichigea, 2018;Sima and Gheorghe, 2019;Siminica et al, 2015;Nazzaro et al, 2020). In this way, companies are very attentive to the requirements of different categories of stakeholders, given their involvement which are no longer mere spectators of the economic phenomenon, but sanction the inappropriate actions of companies such as those in highly polluting industries or those whose activity has an impact on public health, encouraging their decisions the activity of companies that have adopted the principles of sustainable development.…”