What is the value of a green product?

World Congress and Expo on Recycling

July 20-22, 2015 Barcelona, Spain

Timothy K Mantz and Kathy Mantz

Posters-Accepted Abstracts: J Environ Anal Toxicol

Abstract :

Political and societal pressures have driven companies to incorporate sustainability as a means of measuring success within the triple bottom line construct. Multiple firms have begun to develop and market environmentally-friendly products and services commonly referred to as green or sustainable products. In 2010, more than 1,570 new green products were expected to launch. For example, Ford is developing a sustainable seat cushion made with soy-based materials and Lipton Tea has promised to purchase tea only from firms who are 100% sustainable. This research examines the perceived value of green products in how valuable these products are perceived to be by consumers when placed in the context of traditional products. Although there is a growing awareness of sustainability and the environment among consumers, academic research and industry reports indicate consumers are not always willing to purchase green products; or, if consumers do purchase green products, they do so for political and social reasons. This research can help an organization determine what types of investments to make in green products and what types of returns they can expect based on the productâ??s positioning strategy. The research provides valuable insight to different areas within the company that measure organizational performance; most notably, financial measures that are impacted by the insight of this research. The quest for capital within organizational departments is an ongoing process. This research can help companies make determinations about the financial investments they want to make in green products and services and help in forecasting what to expect in return.