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

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.