Studying green consumer behavior through conjoint analysis

What is it about?

This paper confirms the existence of environmentally concerned and unconcerned consumers across the country. Later, the group of respondents were asked to give preference for the product (not included price as one of the attribute under study) demonstrates the pro-environment behavior. After the intentional gap of couples of months, the group was asked for their responses for the product attributes but this time the 'price ' attribute was introduced. Consequently, the respondents’ preference slipped to a lower end, non-environment friendly featured products option, consequently established the gap in Knowledge-Attitude-Practice of the consumers. Moreover, this consumer behavior endorsed the fact that consumer considers the price criteria while adopting new technology.

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Why is it important?

Consumers were aware of the consequence of their purchasing decision on the environment. However, they demonstrated the conflict in 'Knowledge-Attitude-Practice'. These consumers were willing to purchase the environment-friendly products, but 'price' still played a lead role. Moreover, this piece of research is a classic example where the "file drawer problem" was addressed.