Targeting consumers who are willing to pay more for environmentally friendly products

Laroche, Michel; Bergeron, Jasmin; Barbaro‐Forleo, Guido

doi:10.1108/eum0000000006155

Cited by 2,261 publications

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“…For example, a person who demonstrates a positive attitude towards organic food products is more likely to purchase in organic supermarkets. Laroche et al (2001) has also found that consumers who perceive ecological problems as having severe consequences for the security of the world, are willing to pay more for the consumption of ecological products. Hence, H1: Consumers who perceive that CO2 emissions from air travel create a severe ecological problem are more willing to compensate for these emissions.…”

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“…When consumers are more aware of the importance of recycling they are more likely to recycle waste. Laroche et al (2001) investigated the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. These consumers think that it is important to behave in an ecologically sound way and we therefore expect consumers who find it important to behave pro-environmentally to be more willing to compensate for CO2 emissions from air travel.…”

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Explaining pro-environment consumer behavior in air travel

Birgelen

Semeijn

Behrens

2011

Journal of Air Transport Management

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Some airlines and airports have begun offering a voluntary carbon offsetting service. This article examines the behavior of passengers with respect to their preparedness to compensate for CO2 emissions. Responses from an on-line-survey of air travelers suggest severity, self-perception, and importance are positively related to willingness-tocompensate. How passengers perceive their self-effectiveness in reducing CO2 emissions does not affect willingness-to-compensate, but influences likelihood of compensating directly. KEYWORDS:Pro-environment consumer behavior, voluntary carbon offsetting, theory of planned behavior 1.INTRODUCTION Air travel is widely acknowledged to significantly impact global climate through the emissions of greenhouse gases (GHG), including carbon dioxide (CO2). With the inclusion of aviation in the European Union Emissions Trading Scheme (EU ETS) planned for 2012, the air transportation sector "is about to feel the full blast of regulatory heat" (Turner, 2009). Steps have already been taken to improve aircraft technological but measures to modify air travel behavior remains limited still. Airlines and airports have started offering voluntary carbon offsetting schemes to air travelers.Little is known, however, about the acceptance of voluntary carbon offsetting schemes (Hooper et al., 2008). When it comes to pro-environment behavior the theory of planned behavior (TPB) may offer useful insights1. Here we use it to look at the factors * Corresponding author: m.vanbirgelen@fm.ru.nl t The authors are grateful to the editor of JATM and the two anonymous reviewers for their insightful comments and constructive critiques. tt This manuscript is based on Pia Behrens' Master thesis (Maastricht University, 2009) 1 It has been used for example for examining pro-environment food consumption (Vermeir and Verbeke, 2006) and consumer behavior pertaining to beverage packaging (Van Birgelen et al., 2009).

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Explaining pro-environment consumer behavior in air travel

Birgelen

Semeijn

Behrens

2011

Journal of Air Transport Management

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“…This could be due to the attitudes such as importance and inconvenience [14]. As outlined by Bernstroem [23], risk understanding might possibly be significant in awareness of electricity saving.…”

Section: "But Anyway Whom Which Aware Of Environmental Problems Havementioning

confidence: 99%

“…However, contrasting to knowledge and behavior, attitudes are the most important predictors of consumers' willingness to pay more for environmental friendly products. It has been reported that two attitudes namely importance and inconvenience have been studied most by researchers [14]. Amyx et al [15] have described the term "importance", with respect to the environment, as the degree to which one expresses concern about ecological issues.…”

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confidence: 99%

“…This simply means that importance is if consumers value environmentally compatible behaviors as an important fact to themselves or the entire society. The term "Inconvenience" refers to how problematic it is for the consumer to follow an ecologically favorable behaviour [14]. In a simpler way is the consumer avoiding to behave environmental friendly in a condition, which he/she is aware of the importance due to inconvenience caused.…”

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Adoption of Energy Efficient New Technologies from the Point of View of Malaysian Experts and Consumers: A Qualitative Analysis

Khorasanizadeh¹,

Parkkinen²,

Parthiban³

2015

JOCET

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Abstract-This paper presents the result from interviews about consumers' reasons for adopting or not adopting energy-efficient technologies, specifically LED lamps, in Malaysia. Data were gathered via 18 in-depth semi-structured interviews. The interviewees were chosen from two groups: energy and environment professionals and normal electricity consumers. The respondents were mainly environmentally concerned. They believed that typical reasons, which could encourage consumers to adopt new technologies, are energy efficiency, money savings or environmental conciousness. It was also concluded by this study that consumers might not favor adopting new technologies due to price barriers, lack of knowledge and not effective policies.

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Sustainability Challenges, Human Diet and Environmental Concerns

Reynolds

Buckley

Weinstein

et al. 2017

Sustainability Challenges in the Agrofood Sector

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In a global context, 'sustainability' has been defined as 'the ability to accomplish the needs of our present generation by ensuring that the desires of the future generation remain uncompromised'. According to Asheim (1994), sustainability is expressed as a requirement of the present generation to manage its resources in such a way that the current average quality of life can potentially be enjoyed by all future generations. Sustainability is from the Latin (sustinere) and means to 'hold up' , 'support' or 'maintain. ' However, according to Phillis and Andriantiatsaholiniaina (2001), sustainability is very difficult to define or to be measured as it is an ambiguous and complex concept about which there is no consensus as to its definition or on how it is to be measured. And so Phillis and Andriantiatsaholiniaina developed the Sustainability Assessment by Fuzzy Evaluation model, which provided a reliable mechanism to measure sustainability development that considers both ecological and human inputs. Before we look at sustainability issues in any depth and the various challenges the world is facing now, a few basic questions need to be answered. For example: Why sustainability? Does sustainability matter? If it does matter, then to whom? Why do we

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Targeting consumers who are willing to pay more for environmentally friendly products

Cited by 2,261 publications

References 21 publications

Explaining pro-environment consumer behavior in air travel

Explaining pro-environment consumer behavior in air travel

Adoption of Energy Efficient New Technologies from the Point of View of Malaysian Experts and Consumers: A Qualitative Analysis

Sustainability Challenges, Human Diet and Environmental Concerns

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