Value perception in the consumption of convergent technology products with green attributes

Abstract Due to the growing concerns about environmental issues, quality of life and well-being, consumers are considering the importance of obtaining eco-friendly products or devices with green functionality features. This scenario led to the investigation of the influence of green features on the intention to purchase of convergent products, with hedonic and utilitarian bases. We developed a quantitative experimental research, with application of online questionnaires at a University in the State of Pará, aiming to study the smartphones and their different usability. The results indicate increased intention of purchase of devices with “green” features on both a hedonic and a utilitarian basis. However, the addition of “green” features was more significant in the hedonic base, suggesting a utilitarian justification, reducing the guilty feeling inherent to the acquisition of hedonic products.

摘要 随着公众对环境问题、生活质量与福祉的关注度与日俱增，消费者愈发重视获取具备绿色功能特性的环保型产品或设备。在此背景下，本研究针对兼具享乐型（hedonic）与实用型（utilitarian）属性的融合类产品，探讨绿色特性对其购买意向的影响。本研究采用定量实验研究范式，于巴西帕拉州（Pará）的一所高校内开展线上问卷调查，以智能手机及其不同易用性表现为研究对象。研究结果显示，无论是具备享乐型还是实用型属性的设备，添加“绿色”特性均可提升其购买意向；不过，“绿色”特性的添加对享乐型属性设备的购买意向提升效果更为显著，这表明消费者会通过实用型理由为自身购买享乐型产品时固有的负罪感进行合理化解释。