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Sunday, 19 June 2016

Green attributes converged within multifunctional technology products

Telematics and Informatics
Volume 34, Issue 1, February 2017, Pages 79–90


doi:10.1016/j.tele.2016.04.008
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Highlights

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We analyze the convergence of green attributes in multifunctional tech-products.
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It is important how convergence influences consumers’ purchase intentions.
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A 2 × 2 × 2 experiment was developed concerning convergence and green predisposition.
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Consumers’ values focus on fashion, social status, differentiation from other users.
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Purchase intention increases to multi-attribute convergence and the green attribute.

Abstract

This article analyzes the way in which the convergence of green attributes in multifunctional technological products influences consumers’ purchase intentions. Due to the recent growth in convergent products, technology users and consumers must choose among numerous different applications that can be perceived as either utilitarian or hedonic. This article suggests that new products launched on the market include attributes that are connected to sustainability and provide added value to consumers in their process of decision making. The primary question addressed in this article concerns whether an increase or decrease in consumer intention is based on the perception of the product’s utility, and the consumer’s prior experience and attitude toward green products. A 2 × 2 × 2 experiment was conducted to evaluate utilitarian or hedonic convergence, green attribute integration, and predisposition for (involvement with) green products. We propose that consumer value increases for those consumers with a high perception of green integration connected to a high predisposition for green devices, which increases the utilitarian value of the product or justifies the hedonic purchase of technological equipment.

Keywords

  • Green value;
  • Hedonism;
  • Utilitarianism;
  • Purchase intention;
  • Technology convergence
Corresponding author at: Business Administration Graduate Program, University of Amazon (UNAMA), Av. Alcindo Cacela 287, Bloco E, 4° Andar, 66060-902 Belém, PA, Brazil.
© 2016 Elsevier Ltd. All rights reserved.
Emílio Arruda Filho – Emilio José Montero Arruda Filho obtained his PhD in Marketing and E-commerce from the University of Bergamo, Italy (March, 2009). He is an Associate Professor at the Business Administration Graduate Program, University of Amazon (UNAMA), Brazil and FUMEC University. He has been publishing in the areas of hedonic versus utilitarian consumer values in mobile telecommunications, including articles in International Journal of Technology Marketing, International Journal of Information Management and International Journal of Management and Network Economics. In 2007 and 2008, he was a Visiting Researcher at the Research Institute for Telecommunications and Information Marketing at the University of Rhode Island, Kingston – RI.
Eliane Pereira Zamith Brito – Professor Eliane Brito earned her undergraduate degree in 1985, and Master degree in 1993 in Business Administration from Fundação Getúlio Vargas – SP (FGV) in Brazil. She earned her PhD in 1997 at the Manchester Business School in the United Kingdom. She worked at Mackenzie University in São Paulo for more than 10 years, with additional industry experience at multinational and national companies. She is Professor of Marketing at the Fundação Getúlio Vargas, São Paulo, Brazil (Business Administration Graduate Program). She has reviewed and edited several articles in Brazilian and International journals. Currently she is the coordinator for the business administration area of CAPES, which is a Foundation within the Ministry of Education in Brazil whose central purpose is to coordinate efforts to improve the quality of Brazil’s faculty and staff in higher education through grant programs. Professor Brito’s research interests are focused on cooperation, reputation, social networks, and uncertainty in decision making.
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