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Erscheinungsjahr: 
2021
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[Journal:] Administrative Sciences [ISSN:] 2076-3387 [Volume:] 11 [Issue:] 1 [Publisher:] MDPI [Place:] Basel [Year:] 2021 [Pages:] 1-15
Verlag: 
MDPI, Basel
Zusammenfassung: 
Customers are considered to be major stakeholders whose demands and preferences have a strong influence on corporate strategies. In this sense, increased consumer environmental awareness has led to a growing demand for environmentally friendly products which, in turn, has compelled firms to adopt innovative forms of integrating environmental protection into product development and production processes. Nevertheless, an "attitude-behavior gap" has been witnessed, which implies that consumers' environmental attitudes do not always translate into an actual ecologically compatible purchasing behavior and, consequently, eco-product innovations will not necessarily entail a positive economic impact for companies. This paper aims to analyze if the companies that invest in eco-product innovation are valued by consumers, showing higher growth. Specifically, we propose that eco-product innovation has a positive effect on a firm's sales growth. Additionally, we aim to analyze the consumers' preferences in relation to eco-product innovations considering two alternative approaches that companies can follow in this respect: eco-design and products with ecological use. The results obtained for an unbalanced sample of 5391 international companies corresponding to the period 2002-2017 (51,666 observations) show that proactive environmental innovation strategies are positively valued by consumers, having a positive impact on the companies' sales growth. Furthermore, consumers show a greater preference for environmental innovations in eco-design than for products with ecological use.
Schlagwörter: 
customer purchasing behavior
eco-design
eco-product innovation
environmentally friendly products
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