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Join Paul Schwarz, PhD., Vice President Hansa|GCR, Sustainability research & green market insights, Hansa|GCR and Jenn Falco, Vice President Hansa|GCR and lead on Customer Relationship Equity and co-lead on the firm’s sustainability and green research practice. They will co-present for ISSP's webinar on Greener Product Purchasing: Business As Usual?

Schwarz and Falco will discuss:

• Both cognitive and emotive factors impact decision making for environmentally preferable products.
• How the relative importance of these factors are influenced by the customer’s personal and/or organizational values.
• Product satisfaction and environmental values combine to affect customer brand perception and reputation.

 
They will present an empirically derived framework describing the role of various factors that influence customers’ perceptions and purchase propensity for environmentally preferable products. This framework—built upon principles of human motivation and customer behavior—also describes how these factors influence customer attraction towards more sustainable (or “greener”) brands. The framework is supported by the results from a survey of 500 business and IT decision makers across multiple industries in the United States.
 
Their research shows that customers’ willingness to buy environmentally preferable products is driven by a combination of cognitive factors (e.g., energy savings) and emotional factors (e.g., feeling good about reducing carbon footprint). Underlying these factors is an interplay of both personal and social (organizational) values that impacts how an individual business customer would consider or be attracted to greener brands and products. In turn, these personal and organizational values influence the relative importance of the mix of cognitive and emotive factors and their effect on product decision making.
 
The results of this research have important implications for how marketers and organizations can engage and communicate with their customers and constituents as well as provide guidance on how to promote more sustainable behaviors, and they will offer some examples of how the results could be applied to product messaging.