Using consumer behaviour theories to analyse the relationship between green technology and customer expectations

Abstract

Green technology has become a welcome and popular development in most parts of the world, possibly due to the wide belief that green technology is a concept whereby nature and the environment are protected, retaining the environment’s ecosystem. Various actions exist that may lessen environmental impact, yet much difficulty is encountered in converting customer intentions to action, highlighting the importance of bridging the existing gap between customer intent and action; not only in safeguarding the environment but also for business to meet sustainability goals. In this regard, literature highlights a fast-growing interest in innovation for sustainability, while studies draw attention to the development of green industries and green jobs, suggesting that “green” will grow into an important measure for companies and brands, with commendations based on environmental references featured strongly in consumer decision-making. Within this context, the current study hopes to examine green technology-based products, in terms of customer expectations in the KwaZulu-Natal (KZN) province of South Africa (SA). Research shows customer expectations as the desires or wants of consumers, in terms of what they feel a service provider should offer, while customer expectations of service have been further presented as subjective and based on the needs and desires customers expect to fulfil in using the service. This study concedes that green technology-based products can contribute effectively to achieving customer expectations. The mode of green technology-based products could be used to achieve this objective thus becomes the key thrust of this research. Using a quantitative methodology, this study is predicated on the assumption that because green technology preserves the environment, it is an interesting and effective method of achieving customer expectations.