Approaches, Dynamics, and Motivations to Develop and Purchase Innovative Green Products
Abstract
As a result of the concerning current global environmental situation, companies in the manufacturing sector and their customers have reflected on the need to develop and purchase, respectively, Innovative Green Products (IGPs). Consumers are motivated to do so by a greater environmental awareness, ethical concerns, moral reasons, and a sensitivity about the planet that will be provided to future generations. Nevertheless, many companies are not convinced of the benefits they would obtain if they started to develop green products. As a result, beyond protecting the environment, companies require other motivations to devote resources and efforts to eco-innovation. This paper aims (1) to expand the understanding of companies and customers in order to articulate their requirements and wishes and (2) to encourage other authors to conduct further research into IGPs. This article explores the literature about several approaches to address the paradigm of IGPs in organizational environments, as well as what inspires companies and customers to develop and purchase them. The results reveal a set of four drivers of the development and purchase of IGPs: conceptual approaches to understanding the needs of green consumers, organizational dynamics, corporate motivations, and customer motivations. This study found a relationship between these four drivers, which was used to propose a connection circle of the factors involved in the development and purchase of IGPs. Based on these results, other authors and operations and corporate managers can make significant contributions to this field in academic as well as managerial environments.
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