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

• Published in: Çanakkale Onsekiz Mart Üniversitesi Yönetim Bilimleri Dergisi Vol. 16; no. 31; pp. 41 - 58
• Main Authors: Doyduk, Hande Begüm Bumin, Aykaç, Cansu
• Format: Journal Article
• Language: English
• Published: Çanakkale Çanakkale Onsekiz Mart Üniversitesi, Terzioglu Kampüsü 01.01.2018
• Subjects: Adaptation; Consumers; Corporate image; Cost reduction; Customer satisfaction; Customers; Environmental impact; Environmental management; Green marketing; Green products; Innovations; Kindness; Market shares; Organizational change; Perceptions; Product development; Social responsibility

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.