Title: The Duality between Green Product Production and Consumption: The Tale of Common Antecedents
Author(s) : Mohammad Tajvarpour, Saeed Shekari
This research offers an integrated model to explore why consumers purchase and why firms produce green products. Building on the extant literature, we offer two distinct models: one that explains the green consumption behavior of individuals and another that explains why firms engage in ecological responsible behavior. We posit that despite different cost structures affecting the consumers and firms, consumer perception and external environment forces motivate both consumers and firms in the same direction to purchase and produce green products more. Our integrated model has some major practical implications. First, practitioners can use the model when deciding on the marketing strategies for green products. Second, the model can inform the policymakers on how to motivate firms and individuals to demonstrate more environmental considerations. We also contribute to the literature by offering a novel and comprehensive view that explains the dynamics of green production and green consumption.