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Design and Use of a Full Flow Sampling System FFS for the Quantification of Methane Emissions
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It's hard to be green: Reverse green value chain.

João Couto1, Teresa Tiago1, Artur Gil2

  • 1CEEAplA, University of the Azores and Advance/CSG, ISEG, Universidade de Lisboa, University of the Azores, Ponta Delgada, Portugal.

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European consumers understand green products but won't pay more due to unclear value. Companies need to refine value propositions, communication, and eco-labeling for green supply chain success.

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Area of Science:

  • Supply Chain Management
  • Consumer Behavior
  • Green Marketing

Background:

  • Sustainable competitive advantage requires more than internal optimization; customer orientation is crucial.
  • Consumer buying behavior is complex and influenced by value chain elements.
  • Companies offering green products must align with customer needs and perceptions.

Purpose of the Study:

  • To analyze European consumer behavior towards green products from a green supply chain management perspective.
  • To investigate the willingness of European consumers to purchase and pay more for green products.
  • To identify strategic adjustments for companies in the green product market.

Main Methods:

  • Descriptive analyses were employed.
  • A structural equation model was utilized.
  • Data from Flash Barometer (26,573 responses across 28 European countries) was analyzed.

Main Results:

  • European consumers demonstrate awareness of the 'green' concept.
  • Consumers are not willing to purchase or pay a premium for green products when the value proposition is unclear.
  • A significant gap exists between green consciousness and purchasing behavior.

Conclusions:

  • Companies must clearly articulate the value of green products to consumers.
  • Rethinking value proposition, communication strategies, and eco-labeling is essential for green product success.
  • Effective green supply chain management necessitates a strong customer-centric approach.