Consumers' Green Purchasing Decision Based On Preference For Product Attributes

With the deeply research of consumers' green purchasing, scholars begin study consumers'green purchasing decision from the perspective of product attributes, which has more practical significance. When consumers make the decision on green purchasing, how he would make the choices between the traditional attributes (quality, price) and green attributes of product (self-interesting attributes, public attributes)? What decision consumers would make caused by the preferences on different attributes? In view of this, we made conjoint analysis on product attributes to measure consumers'preferences of product attributes, and to better understand consumers'green purchasing behavior. So enterprise could produce the products composed of different attributes to meet customers'demand.This paper took the rolling paper for example to make empirical research. First, conjoint analysis was used to measure the relative importance of each attribute such as the brand, the price, the raw materials, the environmental certification and the fluorescent additives of the rolling paper from a survey among consumers. Secondly, orthogonal design was used to generate eight virtual kinds of product portfolio, after that we made empirically analysis on the basis of 282 valid questionnaires:The study measured the relative importance of each attribute to the consumers'decisions and the utilities of the levels of the attributes to consumers. The group analysis results showed that raw material attribute was the first consideration of consumers' purchasing decision, and the following were environmental certification, fluorescence additives and price. But brand was of lowest preference degree. Meanwhile, it is studied that the differences of the consumers' preference. What's more, this research simulated the market share of the eight kinds of virtual products. Finally, conclusions and recommendations on paper was discussed, and pointed out the future research direction.