Authors: Murray R. Millson
Addresses: California State University, Monterey Bay, School of Business, 100 Campus Center, Seaside, CA 93955, USA
Abstract: This study explores the relationship between the perceptions formed by new, technology-based products' customers, who are influenced by environmentally sustainable, publicly available information, including organisations' marketing communications, and the new product purchase intentions of those customers. The major research question is how do customers' perceptions of environmentally sustainable information relate to new, technology-based product purchase intentions? This research contributes to marketing theory and practice by suggesting how environmental sustainability information impacts potential customers' purchase intention of innovative, technology-based products. This study's sample consists of two groups of university students (MBA and undergraduate) from a public state university in the USA. This research found that; 1) environmentally sustainable, publicly available information has a significant, positive impact on new product purchase intention; 2) levels of perceived environmental sustainability behaviour information do not vary with gender or educational programme level. Recommendations for marketing and new product development managers are provided.
Keywords: environmental sustainability; sustainable development; new product development; NPD; new products; purchase intentions; environmental information; product purchase intent; technology-based products; customer perceptions; publicly available information; marketing communications; marketing theory ;marketing practice; potential customers; innovative products; MBA students; undergraduate students; MBA programmes; master's degrees; business administration; universities; higher education; USA; United States; significant impacts; positive impacts; gender; educational programme levels; managers; technology marketing; innovation; markets; long-term positions; sustainable positions.
International Journal of Technology Marketing, 2012 Vol.7 No.2, pp.177 - 190
Received: 14 Dec 2011
Accepted: 06 Mar 2012
Published online: 15 May 2012 *