The Influence of Involvement and Attribute Importance on Purchase Intentions for Green Products

Abstract

Consumer interest is driving growth in the use of greener products, such as those using recycled materials. However, several outstanding questions remain regarding purchase intentions for green products. One current debate regards the role of age, with some findings showing older consumers are more willing to purchase green products, and other studies to the contrary. There are also a number of studies with differing results regarding the role of product involvement. We conduct an experiment and use conjoint analysis to test for the influence of age and involvement on purchase intentions for green products. We find that younger consumers are more likely to purchase green products if they are affordable. We also observe that being green can directly lead to higher purchase intentions for a low involving affordable product, whereas the green attribute is one of several attributes a consumer evaluates for a high involving affordable product.