title: It's hard to be green: Reverse green value chain.
abstract: Firms have recently discovered that it is not enough to optimize internal processes and relationships with partners along the value chain to create a sustainable competitive market position. A clear customer orientation, which acknowledges that consumer buying behavior is complex and includes many elements implied in the value chain, is required. As companies offering green products are no exception to this rule, this study analyzes consumer behavior in Europe from a reserve green supply chain management perspective, using descriptive analyses and a structural equation model, with data collected by Flash Barometer comprising 26,573 responses from 28 European countries. The results suggest that European consumers are conscious of the green concept, but are not willing to buy or pay more for these products since the value is unclear. Companies offering green products must therefore rethink their strategies, especially in terms of value proposition, communication strategies, and eco-labeling.
authors.affiliation: CEEAplA, University of the Azores and Advance/CSG, ISEG, Universidade de Lisboa, University of the Azores, Ponta Delgada, Portugal. Electronic address: joao.pa.couto@uac.pt.
authors.forename: João
authors.initials: J
authors.lastname: Couto
authors.affiliation: CEEAplA, University of the Azores and Advance/CSG, ISEG, Universidade de Lisboa, University of the Azores, Ponta Delgada, Portugal. Electronic address: maria.tp.tiago@uac.pt.
authors.forename: Teresa
authors.initials: T
authors.lastname: Tiago
authors.affiliation: Centre for Ecology, Evolution and Environmental Changes, University of the Azores, Ponta Delgada, Portugal. Electronic address: artur.jf.gil@uac.pt.
authors.forename: Artur
authors.initials: A
authors.lastname: Gil
authors.affiliation: Advance/CSG, ISEG, Universidade de Lisboa and CEEAplA-Açores, University of the Azores, Ponta Delgada, Portugal. Electronic address: flavio.gb.tiago@uac.pt.
authors.forename: Flávio
authors.initials: F
authors.lastname: Tiago
authors.affiliation: Advance/CSG, ISEG, Universidade de Lisboa and CEEAplA-Açores, University of the Azores, Ponta Delgada, Portugal. Electronic address: sandra.mc.faria@uac.pt.
authors.forename: Sandra
authors.initials: S
authors.lastname: Faria
mesh_terms: D003132:Commerce / Q000191:economics / Q000639:trends; D003258:Consumer Behavior / Q000191:economics / Q000706:statistics & numerical data; D005060:Europe; D006801:Humans; D040541:Marketing / Q000379:methods / Q000639:trends; D018803:Models, Economic
keywords: Buying behavior; Europe; Green consumer; Reverse green supply chain management