Abstract
The purpose of this study is to examine why both parties (industry and consumer market) have mutual interests in protecting the environment but they still are hesitant to act green. The study used two-stage sampling from consumer market to depict ideal green product characteristics and reliable toy companies, and visit these companies for the second sample collection to examine whether the organizational eco-innovation strategy with customer value has a positive effect on green product development. In other words, the customer’s benefit is an important factor for new product development strategy for green toys. This research shows that the willingness to buy green toys increases if most people in society buy green toys. This represents that customers are environmentally conscious and care about protecting the environment, or buying green toys is the result of a new economic trend and childhood education. The willingness to buy green toys increases if customers think that green products implies an enhancement on new product development to toy manufacturers. Further, if manufacturers are able to manage the difficulty of cooperation with all parties in the supply chain and difficulties related to production, they are willing to adopt customers’ perceived value on green toys for their new product development strategy. It is rare to find academic research discussing the perspectives of both consumers and manufacturers in the same study because the research topic is very broad and many conditions must be considered. This research aims to find the effect of consumer-perceived value and company eco-innovation on green product development.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: Prentice-Hall.
Anderson, J. C., Jain, D., & Chintagunta, P. X. (1993). Customer value assessment in business market—a state-of-practice study. Journal of Business-to-Business Marketing, 1(1), 3–29.
Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance. Journal of Product Innovation Management, 12(4), 275–293.
Bhat, V. N. (1996). The green corporation: the next competitive advantage. In: Industrial management–environmental aspects. London: Quorum Books
Cole, J. J., Peierls, B. L., Carraco, N. F., & Pace, M. L. (1993). Nitrogen loading of rivers as human-driven process. New York: Springer.
Conway, S., & Steward, F. (1998). Networks and interfaces in environmental innovation: a comparative study in the UK and Germany. The Journal of High Technology Management Research, 9(2), 239–253.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price brand and store information on buyer’s product evaluations. Journal of Marketing Research, 28, 307–319.
Dunlap, R. E., Van Liere, K. D., Merting, A. G., & Jones, E. R. (2000). Measuring endorsement of new ecological paradigm: a revised NEP scale. The Journal of Social Issues, 56(3), 425–442.
Eggert, A. (2002). Customer perceived value: a substitute for satisfaction in business markets? The Journal of Business and Industrial Marketing, 17(2/3).
Forster, C., & Green, K. (2002). Environmental innovation in industry: the importance of environmentally-driven users. International Journal of Environmental Technology and Management, 2(4), 303–314.
Gainer, B., & Padanyi, P. (2005). The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations. Journal of Business Research, 58(6), 854–862.
Gladwin, T. N., Kennely, J. J., & Drause, T-s. (1995). Shifting paradigms for sustainable development: implications for management theory and research. Academy of Management Review, 20(4), 874–907.
Goleman, D. (2009). Ecological intelligence (1st ed.). New York: Broadway Books.
Greenley, G. E. (1995). Market orientation and company performance: empirical evidence from UK companies. British Journal of Management, 6(1), 1–14.
Hall, J., & Vredenburg, H. (2003). The challenges of innovating for sustainable devleopment. MIT Sloan Management Review, 45(1), 61–68.
Hart, S. L. (1995). A natural-resource-based view of the firm. Academy of Management Review, 20(4), 986–1014.
Hart, S. (1997). Beyond greening: stragies for a sustainable world. Havard Business Review, 75(1).
Holbrook, M. B. (1999). Introduction to consumer value. In: Consumer value: a framework for analysis and research. In: Morris B. Holbrook (eds). Routledge: New York.
Hsiang, Y.-H. (2008). “Analysis of green purchasing under green marketing” Thesis of Master, Institute of Traffic & Transportation, National Chiao Tung University.
Hsu, Y., & Liu, C. (2009). Environmental performance evaluation and strategy management using balanced scorecard. Environmental Monitoring and Assessment. doi:10.1007/s10661-009-1260-7.
Huang, Y.-C. (2004). An emipirical study of market-orientated culture and eco-innovative adoption:by industry as controlled variable. NTU Management Review, 15(1), 97–128.
Jansen, L. (2003). The challenge of sustainable development. Journal of Cleaner Production, 11(3), 234–245.
Johansson, G., & Magnusson, T. (2006). Organising for environmental considerations in complex product development projects: implications from introducing a “Green” sub-project. Journal of Cleaner Production, 14(15–16), 1368–1376.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions and managerial implication. Journal of Marketing, 54(2).
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: a measure of market orientation. Journal of Marketing Research, 30(4), 467–477.
Kolter, P., & Armstrong, G. (1994). Principle of marketing. In Marketing management. Upper Saddle River, NJ: Prentice-Hall.
Liao, W., Heijungs, R., & Huppes, G. (2009). Thermodynamic analysis of bio-ethanol from corn stover. In: Life Cycle Assessment and Sustainability Workshop & Symposium (pp. 51–58): ELCAS
Makower, J. (2009). Strategies for the green economy: opportunities and challenges in the new world of business. In The management book (1st ed.). Ohio: McGraw-Hill.
Monroe, K. B. (1990). Price: marketing profitable decisions (2nd ed.). New York: McGraw-Hill.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 54(4), 20–35.
Patterson, P. G., & Spreng, R. A. (1997). Modeling the relationship between perceived value value, satisfactiona and repurchase intentions in a business to business contex: an empirical examination. International Journal of Service Industry Management, 8(5), 414–434.
Peattie, K. (2008). Green marketing. In: The marketing book (6th ed., pp. 562–585). Oxford: Butterworth-Heinemann
Pujari, D. (2006). Eco-innovation and new product development: understanding the influences on market performance. Technovation, 26(1), 76–85.
Pujari, D., Wright, G., & Peattie, K. (2003a). Green and competitive: influences on environmental new product develop (ENPD) performance. Journal of Business Research, 56(8), 657–671.
Pujari, D., Wright, G., & Peattie, K. (2003b). Green and competitive: influences on environmental new product development performance. Journal of Business Research, 56(8).
Pujari, D., Peattie, K., & Wright, G. (2004). Organizational antecedents of environmental responsiveness in industrial new product development. Industrial Marketing Management, 33(5), 381–391.
Ramaseshan, B., Caruana, A., & Pang, L. S. (2002). The effect of market orientation on new product performance: a study among Singaporean firms. The Journal of Product and Brand Management, 11(6), 399–409.
Salisbury, W. D., Pearson, R. A., & Miller, D. W. (1998). Perceived security and world wide web purchasing intention. Industrial Management and Data Systems., 101(4), 165–177.
Salomo, S., Steinhoff, F., & Torommsdorff, V. (2003). Customer orientation in innovation projects and new product development success—the moderate effect of product innovativeness. International Journal of Technology Management, 26(5/6), 442–463.
Schutz, H., & Welfens, M. J. (2000). Sustainable development by dematerialization in production and consumption—strategy for the new environment policy in Poland. Wuppertal Institute, 103.
Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation–performance relationship? Journal of Marketing, 58(1), 46–55.
Slater, S. F., & Narver, J. C. (2000). The positive effect of a market orientation on business profitability: a balanced replication. Journal of Business Research, 48(1), 69–73.
The World Commission on Environment and Development (WCED). (1987). Our common future. Oxford University Press: New York. p. 43
Tseng, M. (2009). An assessment of cause and effect decision-making model for firm environmental knowledge management capacities in uncertainty. Environmental Monitoring and Assessment, 161(1–4), 549–564. doi:10.1007/s10661-009-0767-2.
Ulaga, W. (2003). Capturing value creation in business relationships: a customer perspective. Industrial Marketing Management, 32(8), 677–693.
Zeithaml, V. A. (1998). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Tsai, MT., Chuang, LM., Chao, ST. et al. The effects assessment of firm environmental strategy and customer environmental conscious on green product development. Environ Monit Assess 184, 4435–4447 (2012). https://doi.org/10.1007/s10661-011-2275-4
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10661-011-2275-4