Will environmental friendly products be preferred? – Lesson from a Delphi study in Europe

Paper i proceeding, 2019

In recent years, environmentally friendly products have attracted much attention from various stakeholders. In this paper, we explore if such products are being preferred or not. We have applied a Delphi study, including an online survey and interviews with a panel of experts in Europe. The analysis of data reflects that despite the increased awareness consumers are still reluctant to pay more for them. Technologies are expected to facilitate cheaper and greener products in the middle term. Finally, stakeholders such as governments, service providers, and retailers can play more active roles in promoting the products.