Asseing The Effect Of Product Innovations On Consumer Satisfaction: A Green Perspective

Yıl 2018, Cilt: 16 Sayı: 31, 41 - 58, 01.02.2018

Hande Begüm Bumın Doyduk

Öz

This article is organized around the idea of scrutinizing the effect of product innovations on environmental satisfaction levels of consumers on products change. The
green product innovations are focused. The purpose of this study is to analyse the
relationship between environmental friendliness of products and consumers’ satisfaction level of the green products. Companies need to be aware of how customer’s
attitudes change and how the customer expectations through product innovations
can be managed. The question mostly asked are “Are the customers more aware of
the green products?” and “Do the existing green products in the market satisfy the
customer expectations?”. This study a scale by Suki (2015) was adapted and conducted over 206 respondents. The results was analysed by hierarchical regression.
According to the findings, the effect of green product purchase intention on green
product satisfaction was significant.

Anahtar Kelimeler

Environmental products, Customer Satisfaction

Kaynakça

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