IWI-News  

09.11.16 09:14

5. Information Systems Lecture, 14.11.16 (15:15)

The fifth Information Systems Lecture presents research from Professor Dr. Emílio José Montero Arruda Filho on the role of green attributes in customer purchase intentions. Dr. Emílio José Montero Arruda Filho is a Professor at is an Associate Marketing Professor at the University of Amazon (UNAMA) in Belém and at the FUMEC University in Belo Horizonte, Brazil.

The topic of his lecture will be “New Technologies and Environmental Consciousness “ and he will present a research that analyzed how green attributes influences consumers’ purchase intentions according different attributes in the same package containing hedonic or utilitarian characteristics. Due to the recent growth in convergent products, technology users and consumers must choose among numerous different characteristics that can be perceived as either utilitarian or hedonic. So, new products launched on the market may include attributes that are connected to sustainability and provide added value to consumers in their process of decision making according consumers values and prior experience with green.

The technologic marketing research analyzed the consumer intention based on the perception of the product’s utility or interactivity, connecting consumer’s prior experience and attitude toward green products. Several experiments were designed to evaluate utilitarian or hedonic convergence, green attribute integration, and environmental consciousness for (involvement with) green products. The research indicates that consumers' values change for different scenarios related to Environmental consciousness, Convergence, selfish and altruistic characteristics, and green benefit related to brand trustful for the product.

Location: Seminar room 5 / I 127 (Institutsgebäude)
Time: 15:15-16:45, November 14, 2016,
Participation: public and free



letzte Änderung: 12.05.2016