Examining the "green gap" between attitudes towards eco-friendly products and willingness to buy
DOI:
https://doi.org/10.15170/MM.2025.59.01.03Keywords:
eco-friendly products, green gap, Means-End Chain model, consumer behavior, laddering interview techniqueAbstract
THE AIM OF THE PAPER
Increasing environmental awareness has changed consumer needs and values. Despite the growing interest in environmentally friendly and sustainable products, companies often find it difficult to understand why consumers do not buy these products. This study explores consumer awareness, decision-making processes and values related to the properties of environmentally friendly cleaning and laundry products. The study aims to identify the hidden factors and risks that determine the purchase of these products by Hungarian consumers.
METHODOLOGY
The study uses a useful value-based model, the means-end chain analysis and a laddering interview technique to explore the understanding of the self-relevant consequences of consumers’ actions in relation to different products.
MOST IMPORTANT RESULTS
The results show that consumers perceive negative risks based on the properties of eco-cleaners and detergents, in particular in terms of functional, financial and time-related risks. In contrast, they perceive no physical and psychosocial risks. The combined analysis of risk perceptions allowed the identification of some characteristics and motivations that support the purchase of "green detergents" (e.g. natural ingredients, lack of health risks, environmental protection, improvement of self-image) and those that hinder it (e.g. limited access, less attractive packaging, longer/more complicated purchase process).
RECOMMENDATIONS
In the final chapter of this article, several concrete suggestions are listed, of which only a few are highlighted here. Campaigns should be launched to raise consumer awareness. Marketing strategies should be developed that clearly communicate the amount of natural resources that can be saved by purchasing. Free product samples could be offered to consumers to convince them of the effectiveness of the ‘green detergent’ they are considering. To increase trust, companies could provide insight into their day-to-day operations, demonstrating their green credentials.
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