The effects assessment of firm environmental strategy and customer environmental conscious on green product development

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.

[1]  Helmut Schütz,et al.  Sustainable development by dematerialization in production and consumption: Strategy for the new environmental policy in Poland:results of the research project: ECOPOL: ecological economic policy - strategy for Poland in the 21st century , 2000 .

[2]  Wolfgang Ulaga.  Capturing value creation in business relationships: A customer perspective , 2003 .

[3]  T. Gladwin,et al.  Shifting Paradigms for Sustainable Development: Implications for Management Theory and Research , 1995 .

[4]  Jeremy Hall,et al.  The challenges of innovating for sustainable development , 2003 .

[5]  A. Duperier.  The Positive Effect , 1958 .

[6]  Bernard J. Jaworski,et al.  Markor: A Measure of Market Orientation , 1993 .

[7]  S. Hart.  A Natural-Resource-Based View of the Firm , 1995 .

[8]  Vasanthakumar N. Bhat.  The Green Corporation: The Next Competitive Advantage , 1996 .

[9]  Pradeep K. Chintagunta,et al.  Customer Value Assessment in Business Markets: A State-of-Practice Study , 1992 .

[10]  Glenn Johansson,et al.  Organising for environmental considerations in complex product development projects: implications from introducing a ''Green'' sub-project , 2006 .

[11]  D. Pujari.  Eco-innovation and new product development: understanding the influences on market performance , 2006 .

[12]  Albert Caruana,et al.  The effect of market orientation on new product performance: a study among Singaporean firms , 2002 .

[13]  John C. Narver,et al.  The Effect of a Market Orientation on Business Profitability , 1990 .

[14]  Richard A. Spreng,et al.  Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination , 1997 .

[15]  William B. Dodds,et al.  Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations , 1991 .

[16]  M. Holbrook.  Consumer Value: A Framework for Analysis and Research , 1999 .

[17]  D. Pujari,et al.  Green and competitive: Influences on environmental new product development performance , 2003 .

[18]  Charles D. Barrett.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[19]  Kwaku Atuahene-Gima,et al.  An Exploratory Analysis of the Impact of Market Orientation on New Product Performance , 1995 .

[20]  William David Salisbury,et al.  Perceived security and World Wide Web purchase intention , 2001, Ind. Manag. Data Syst..

[21]  Chun-Chu Liu,et al.  Environmental performance evaluation and strategy management using balanced scorecard , 2010, Environmental monitoring and assessment.

[22]  K. Peattie.  Chapter 28 – Green marketing , 2008 .

[23]  D. Pujari,et al.  Organizational antecedents of environmental responsiveness in industrial new product development , 2004 .

[24]  Fred Steward,et al.  Networks and interfaces in environmental innovation: A comparative study in the UK and Germany , 1998 .

[25]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[26]  R. Dunlap,et al.  Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale , 2000 .

[27]  Ming-Lang Tseng.  An assessment of cause and effect decision-making model for firm environmental knowledge management capacities in uncertainty , 2010, Environmental monitoring and assessment.

[28]  I. Ajzen,et al.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[29]  A Legge,et al.  A positive effect. , 1998, Community nurse.

[30]  M. Holbrook.  Introduction to consumer value , 2002 .

[31]  Ken Green,et al.  Environmental innovation in industry: the importance of environmentally-driven users , 2002 .

[32]  G. Brundtland,et al.  Our common future , 1987 .

[33]  Brenda Gainer,et al.  The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations , 2005 .

[34]  John C. Narver,et al.  Does Competitive Environment Moderate the Market Orientation-Performance Relationship? , 1994 .

[35]  K. Atuahene–Gima,et al.  An exploratory analysis of the impact of market orientation on new product performance a contingency approach , 1995 .

[36]  Chin Tiong Tan,et al.  Principle of Marketing (Asia edition) , 2004 .

[37]  Andreas Eggert,et al.  Customer perceived value: a substitute for satisfaction in business markets? , 2002 .

[38]  Joel Makower,et al.  Strategies for the Green Economy: Opportunities and Challenges in the New World of Business , 2008 .

[39]  Bernard J. Jaworski,et al.  Market orientation: The construct, research propositions, and managerial implications. , 1990 .

[40]  Richard Newton.  The Management Book , 2011 .

[41]  Gordon E. Greenley.  Market Orientation and Company Performance: Empirical Evidence From UK Companies , 1995 .

[42]  John C. Narver,et al.  The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication , 2000 .

[43]  Sören Salomo,et al.  Customer orientation in innovation projects and new product development success - the moderating effect of product innovativeness , 2003, Int. J. Technol. Manag..

[44]  Kofi Annan,et al.  The Challenge of Sustainable Development , 2001 .

[45]  Jonathan J. Cole,et al.  Nitrogen Loading of Rivers as a Human-Driven Process , 1993 .