The bogey called eco-innovation – constructing consumer´s choice process of novel pro-environmental durables. Case: Toyota Prius vs. Toyota Avensis in Finland

Abstract

It is not easy to make choices among alternatives in today´s vast jungle of products since the selection is expanding non-stop. It is definitely not easy because at the same time one must battle against one´s own conscience. This master´s thesis aims to explain how consumers make decisions in the world of novel pro-environmental durables. Four aims were set: (1) to describe the construction of consumer´s choice on durables, (2) to investigate the factors influencing (i.e. restricting) consumer´s choice on eco-innovation, (3) through empirical means to analyze and compare Finnish private car owners´ decision-making as purchasing a new vehicle (to choose or not to choose an eco-innovation – the hybrid car), and (4) to present propositions to help guide further research and marketing efforts.

The theoretical framework leans mainly on three topics: consideration set theory as well as resistance of innovation and greenness. The empirical work was carried out in quantitative form; a questionnaire was sent to 1000 Finnish private car owners. The sample consisted of owners of two Toyota models: Toyota Avensis (500) and Toyota Prius (500). In the analysis Avensis owners were further divided into those, who had considered buying a hybrid car also (minority), and those you had not (majority).

The empirical results are, on one hand, supported by previous findings, but, on the other hand, appear to refute some of the earlier views. For example, previous studies have placed quite a lot more weight on other people´s opinions as an influential factor than this paper lets us to believe. Also, marketers should still keep on emphasizing financial benefits over environmental issues, as green values are not yet enough – alone – to change consumer behavior. Both theoretical and empirical results indicate that the topic “eco-innovation” is truly eclectic.