Consumer Usage of Green Products

The results from the present three studies suggest that consumers' perceptions of product effectiveness are critical in determining their product usage amount. In general, consumers consider green products to be less effective compared with regular products and therefore they increase the usage amount of the green product. Interestingly, this pattern of green versus regular product usage is more pronounced among those consumers who have a more positive attitude toward the environment. When the perceived effectiveness of a green product is boosted by a credible endorsement, the discrepancy between green and regular product usage disappears.