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Customer Satisfaction in the Consumption of Green Products
Abstract
This chapter aimed to identify those factors that determine the green consumer satisfaction, having as the emerging point the consumer behavior definition and the sustainable development concept. The authors propose a new approach of the dimensions of the evaluation model for customer satisfaction including a new one, called The Green Dimension. An important goal was identifying the drivers of the consumer purchasing. The authors identified three main areas of the green dimension of customer satisfaction. They are related to Company, Product/service, and Price. Then some considerations regarding an integrated approach of strategic mix from a ‘green' perspective have been presented. According to research from Boston Consulting Group, in order to obtain a Green Advantage, companies should enhance their strategic mix taking into considerations green planning, green processes, green product, and green promotion. The authors added two more elements, namely people and eco-efficiency, resulting “The Green Strategy Mix”.
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