Consumer Usage of Green Products

The results from the present three studies suggest that consumers’ perceptions of product effectiveness are critical in determining their product usage amount. In general, consumers consider green products to be less effective compared with regular products and therefore they increase the usage amount of the green product. Interestingly, this pattern of green versus regular product usage is more pronounced among those consumers who have a more positive attitude toward the environment. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.


Ying-ching Lin, Chiu-chi Angela Chang, and Jyun-jhih Huang (2011) ,"Consumer Usage of Green Products", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 755-756.


Ying-ching Lin, National Dong-Hua University, Taiwan
Chiu-chi Angela Chang, Shippensburg University, USA
Jyun-jhih Huang, National Dong-Hua University, Taiwan


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More


Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


Meaningfulness in New Products: Conceptualization and Measurement

Maria Sääksjärvi, Delft University of Technology, The Netherlands
Katarina Hellén, Univeristy of Vaasa

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.