It’s hard to be green: Reverse green value chain

• Published in: Environmental research 2016-08, Vol.149, p.302-313
• Main Authors: Couto, João, Tiago, Teresa, Gil, Artur, Tiago, Flávio, Faria, Sandra
• Format: Article
• Language: English
• Subjects: Buying behavior; Commerce - economics; Commerce - trends; Consumer Behavior - economics; Consumer Behavior - statistics & numerical data; Europe; Green consumer; Humans; Marketing - methods; Marketing - trends; Models, Economic; Reverse green supply chain management
• ISSN: 0013-9351; 1096-0953
• DOI: 10.1016/j.envres.2016.05.006

Firms have recently discovered that it is not enough to optimize internal processes and relationships with partners along the value chain to create a sustainable competitive market position. A clear customer orientation, which acknowledges that consumer buying behavior is complex and includes many elements implied in the value chain, is required. As companies offering green products are no exception to this rule, this study analyzes consumer behavior in Europe from a reserve green supply chain management perspective, using descriptive analyses and a structural equation model, with data collected by Flash Barometer comprising 26,573 responses from 28 European countries. The results suggest that European consumers are conscious of the green concept, but are not willing to buy or pay more for these products since the value is unclear. Companies offering green products must therefore rethink their strategies, especially in terms of value proposition, communication strategies, and eco-labeling. [Display omitted] •Reverse green supply chain management process required a deeper understanding of customers’ requirements and perceptions in order to increase green products adoption.•The use of structural equation models methodology helps to obtain this deeper understanding of the importance and relationship of requirements and perceptions.•Reverse supply chain control of waste can be determinant for buying decisions of customers of focusing on the environment effects of goods they consume.•European consumer intentions are not still reflected in the direct actions of buying green not only because of price issue,s but mainly due to aspect of trust.•Buying green implies that eco-producers reinforce the confidence on their processes and eco-labeling.