An empirical investigation of consumers' purchasing behaviour toward green products in New Zealand

Abstract

The purpose of this research is to empirically examine the factors that impact consumers' purchasing behaviour toward environmentally friendly products in New Zealand. New Zealand has always been perceived as a clean and green country but consumers' intention to purchase environmental friendly products and the trade-offs they are willing to make for a better environment remain unclear.

The research used both qualitative (personal interview) and quantitative (mail survey) methods to collect the appropriate data. The results identified a profile of green product purchaser in New Zealand. Consumers who purchase environmentally friendly products are younger and hold a higher education qualification. They placed a high importance on being happy and healthy, as well as wanting the best for their family. When making purchasing decision, they place high importance on quality and price, followed by environmentally friendly. This group of consumers are also environmentally conscious.

Logistic regression was used to estimate the effect of product attributes (green and non-green) and demographic characteristics on consumer purchasing decision toward environmentally friendly products. Purchase intention is the most important factor that impacts consumers' decision to purchase green products. The probability of consumers purchasing green products increase if consumers hold a postgraduate qualification, are married or in a De facto relationship and younger. On the other hand, the probability of consumers purchasing green products decrease if green products are more expensive and of a brand that consumers are not familiar with. Finally, consumers purchasing decision may change toward different product categories.