Title: Consumer preference for eco-friendly appliances in trade-off: a conjoint analysis approach

Authors: Kushagra Kulshreshtha; Naval Bajpai; Vikas Tripathi; Gunjan Sharma

Addresses: Institute of Business Management, GLA University, Mathura 281406 (UP), India ' ABV-Indian Institute of Information Technology and Management, Gwalior 474015 (MP), India ' Institute of Business Management, GLA University, Mathura 281406 (UP), India ' Institute of Business Management, GLA University, Mathura 281406 (UP), India

Abstract: Taking an emerging 'green' perspective into consideration, the primary purpose of this research paper is to examine the impact of green-labels used with routine product attributes on consumer preference. In addition, an attempt is made examining the utility score and relative importance of the different attributes' levels of high involvement products. Findings show that consumers' preference varied based on green-labels used for products under green initiatives taken by companies. When the consumers were given the option to choose, they considered green-distribution label more effective in addressing the environmental issues over others. Given the limited academic interest in the area, this study contributes to the literature by providing insights into tier-I, tier-II and tier-III consumers' preferences and facilitates the manufacturers and marketers using these green-labels during new product development (NPD). This research is useful for consumer durable industry to plan its strategies as per the findings for high involvement products.

Keywords: brand; consumer preference; consumer durables; green-brand; green supply chain management; green manufacturing; green logistic; India; price; product; sustainability; utility score; part-worth; conjoint analysis; ANOVA.

DOI: 10.1504/IJPD.2019.099237

International Journal of Product Development, 2019 Vol.23 No.2/3, pp.212 - 243

Received: 28 Oct 2017
Accepted: 23 Dec 2018
Published online: 23 Apr 2019 *

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