This study aims to evaluate utilitarian and hedonistic motivators affecting customer attitude and purchase intention towards green products. A deductive and quantitative approach was employed to formulate the research model and test the validity and impact of the constructs. A survey of customers in shopping districts using convenience sampling was collected, and the datum was analysed utilising confirmatory factor and regression analyses. The results indicate the positive impact of conditional value, product positioning, societal values, eco-literacy, emotional satisfaction and government policies on customer attitude and purchase intention. The research provides a comprehensive model with regards to green products with extending previous literature and practical implications in sustainable production and marketing.
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Matin, A., Khoshtaria, T., Marcan, M. et al. The roles of hedonistic, utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products. Int Rev Public Nonprofit Mark 19, 709–735 (2022). https://doi.org/10.1007/s12208-021-00325-z