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Consumers Less Likely to Buy Environment-Friendly Products

Know why consumers don't buy environment-friendly products

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Eco-friendly consumers
New research suggests that companies should downplay their green credentials if they want consumers to buy it. Pixabay

In an eye-opener for companies aiming to promote environment-friendly products, new research suggests that they should downplay its green credentials if they want consumers to buy it.

Green products include features that are less harmful to the planet and population, such as biodegradable and nontoxic ingredients, that enhance energy efficiency and include recycled components.

However, while it has been suggested that consumers are willing to buy such products, these attitudes rarely result in purchases and they often buy the conventional alternatives, say researchers from the University of East Anglia (UEA) and University of Leeds. This is because of the performance ability sometimes associated with green products, whereby consumers perceive them as being less effective.

“Instead, by downplaying the product’s greenness, firms may be more likely to persuade consumers to buy it, if it is promoted on more traditional, rather than performance, aspects,” said the study.

Led by Dr Bryan Ursey of UEA’s Norwich Business School, the study shows that the product category can influence the effect of a green product advertising strategy on performance assessments.

Eco-friendly consumers
While it has been suggested that consumers are willing to buy such products, these attitudes rarely result in purchases and they often buy the conventional alternatives. Pixabay

“Given consumers’ perceptions of poorly performing green products, persuading them to alter their consumption habits remains a difficult task for marketers,” said Ursey.

While firms have often attempted to enhance their environmental credentials by emphasizing a new product’s green attributes, we show that this may in fact have negative consequences, he added in a paper published in the Journal of Advertising.

“As green products are often associated with poorer performance, firms would do well to tailor their advertising to meet the expected benefits associated with a given product category,” the authors noted.

Previous research has found that consumers tend to choose products with superior functional performance over products with superior sustainability characteristics. In the new study, authors conducted two experiments: One with an advertisement for a new laundry detergent and the other using an advert for a washing machine that featured a new eco-mode, which reduces power and water usage.

They found that implicit, rather than explicit, communication about greenness leads to higher performance evaluations and purchase intent for products that are less commonly green (the detergent) and for products that have an optional green mode (the washing machine).

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The findings have important implications for public policy makers and support the notion that consumers are more likely to engage in pro-social actions when the request for help is accompanied by some form of personal benefit. (IANS)

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Amazon Plans To Unveil Full-Fledged Cloud Gaming Platform

Amazon may launch an early version of its cloud gaming platform sometime this year if things are in order in the wake of the COVID-19 pandemic

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Amazon
Amazon may launch an early version of its cloud gaming platform sometime this year if things are in order in the wake of the COVID-19 pandemic. VOA

Amazon is reportedly working on a full-fledged cloud gaming platform under the code name Project Tempo, similar to Google’s Stadia and Nvidia’s GeForce Now.

The retail giant has been working on a game called Crucible ever since 2014 and along with that game, the company is going to bring another game called New World, which will be a multiplayer online game and will fit perfectly in the multiplayer game genre, reports The New York Times.

“The big picture is about trying to take the best of Amazon and bringing it to games,” the report quoted Mike Frazzini, Amazon’s vice president for game services and studios as saying.

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Amazon
Amazon is reportedly working on a full-fledged cloud gaming platform under the code name Project Tempo, similar to Google’s Stadia and Nvidia’s GeForce Now. Wikimedia Commons

“We have been working for a while, but it takes a long time to make games, and we’re bringing a lot of Amazon practices to making games,” Frazzini added.

When it comes to cloud-based gaming, Amazon will have to compete with Microsoft and Google. Both of them already have their feet firmly planted in the space, Microsoft with Project xCloud and Google with Stadia.

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Amazon may launch an early version of its cloud gaming platform sometime this year if things are in order in the wake of the COVID-19 pandemic. (IANS)