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Value Perception of Green Products: An Exploratory Study Combining Conscious Answers and Unconscious Behavioral Aspects

Author

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  • Lorenzo Maccioni

    (Faculty of Science and Technology, Free University of Bozen-Bolzano, 39100 Bolzano, Italy)

  • Yuri Borgianni

    (Faculty of Science and Technology, Free University of Bozen-Bolzano, 39100 Bolzano, Italy)

  • Demis Basso

    (CESLab, Faculty of Education, Free University of Bozen-Bolzano, 39042 Brixen, Italy
    Research Center in Neuropsychology and Cognitive Neurosciences (CINPSI Neurocog), Universidad Católica del Maule (UCM), Talca 3460000, Chile)

Abstract

Previous studies have failed to provide a comprehensive view on the value perception of green products. The present research takes up this challenge through an experiment in which 43 participants have interacted with and evaluated 40 products—20 baseline products and 20 green products of the same categories. The experiment included both self-assessments to monitor conscious evaluations of the products and biometric measurements (Eye-Tracking and Galvanic Skin Response) to capture unconscious aspects. The results show that different forms of perceived value emerge clearly. Green products, for which participants required greater efforts in the search for relevant information, boost the value attributed to creative solutions still believed of high quality. This effect is significantly more evident for participants showing remarkable interest for sustainability issues. Conversely, alternative products feature greater value perception because they are acknowledged to be functional and reliable.

Suggested Citation

  • Lorenzo Maccioni & Yuri Borgianni & Demis Basso, 2019. "Value Perception of Green Products: An Exploratory Study Combining Conscious Answers and Unconscious Behavioral Aspects," Sustainability, MDPI, vol. 11(5), pages 1-41, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:5:p:1226-:d:209059
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    References listed on IDEAS

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    Cited by:

    1. Knošková Ľubica, 2020. "Circular Design and Consumer Involvement in Circular Economy," Studia Commercialia Bratislavensia, Sciendo, vol. 13(43), pages 25-34, March.
    2. Anil Balikci & Yuri Borgianni & Lorenzo Maccioni & Chiara Nezzi, 2021. "A Framework of Unsustainable Behaviors to Support Product Eco-Design," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    3. Yu Chang & Tao Zhang, 2019. "The Effects of Product Consistency and Consumer Resistance to Innovation on Green Product Diffusion in China," Sustainability, MDPI, vol. 11(9), pages 1-14, May.
    4. Yuri Borgianni & Lorenzo Maccioni & Anton Dignös & Demis Basso, 2022. "A Framework to Evaluate Areas of Interest for Sustainable Products and Designs," Sustainability, MDPI, vol. 14(13), pages 1-17, June.

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