The Added Value of Green Attributes in the Convergence of Multifunctional Technology Products

Transcription

1 The Added Value of Green Attributes in the Convergence of Multifunctional Technology Products Autoria: Emílio José Montero Arruda Filho, Eliane Pereira Zamith Brito Abstract: This article analyzes the integration of green attributes in multifunctional technological products influencing consumers purchase intentions. This article suggests that new products in the market include attributes that could be connected to sustainability providing added value to consumers in the decision making process. The primary question concerns whether an increase or decrease in consumer intention is based on the perception of the product s utility, prior experience and attitude toward green products. A 2x2x2 experiment was conducted proposing that consumer value change according the evaluation of scenarios related to utilitarian or hedonic convergence, green attribute integration, and predisposition for green products. Keywords: green value; hedonism; utilitarianism; purchase intention; technology convergence 1

2 1.Introduction The last two decade has present significant advances in the telecommunications and IT industries, which is reflected in the current scenario of mobile communication devices and services available in the market (Gerpott et al., 2013). Mobile phone companies continually update their devices using systems integration and technology convergence (Vrdojak et al., 2000; Taylor et al. 1999; Kim et al. 2005) offering a wide variety of services to consumers. An all-in-one device (Nunes et al., 2000), which is a concept that has been discussed for many years and which continues to develop, allows consumers not only to communicate by voice, text, and video but also to listen to music, manage schedules and calendars and to synchronize documents from multiple sources. These technology products have become increasingly popular not only because of the innovation that is available in the market but also because of the social/hedonic values that are integrated into each attribute of the device; such social/hedonic values are perceived by technology users who consume based on a desire to differentiate themselves from others, or, in the alternative, to become part of a group of consumers who use innovative products. Therefore, in this research, defining a product as utilitarian or hedonic is related to determining which added attribute adds the most value to the main device (Gill, 2008; Han et al., 2009). Katz and Sugiyama (2006) suggest that mobile users perceive devices as fashion accessories, although they also consider their devices to be important elements in their daily lives. The purchase of expensive products for primarily hedonic motives causes a sense of guilt for consumers (Okada, 2005); in this context, it is helpful to investigate the value of green added features for technology users. For example, could a hedonic product increase in value when there is a convergence of green attributes connected to sustainability? If the product is perceived as more utilitarian than hedonic, could the high social value (responsibility) of green features increase consumers intentions to buy the product? Although including green attributes creates a new environment that can increase or decrease consumers intentions, this perception of benefits or value is related to prior experience with green products, which can be positive or negative and depend on ideological factors and/or a sense of responsibility toward the environment (Kozinets, 2008). Because green attributes can even negatively influence consumer choice, it is important to understand the profile of consumers who desire or accept such attributes in determining whether IT and telecommunications companies can rely on a new product design to increase market share or whether the new product s main value relates to social responsibility. The previous literature regarding the three main variables in the research will be presented to examine their interactions with the type of technological convergence in high-tech devices that is the subject of this study. This article first presents the theoretical environment related to technological convergence and demonstrates several applications regarding the communication benefits perceived by users. Second, the theory for each factor involved in the scenario is analyzed and the definition of consumer intention related to each attribute s value is formulated. The following two types of green acceptance users are proposed: high utilitarian (low hedonic) consumers who perceive significant social value in green products and low utilitarian (high hedonic) consumers who experience a significant sense of guilt regarding hedonism and accept green products to justify their purchase. Third, the experiment design is discussed and the procedure, variables, manipulations and validations are proposed to test the hypotheses regarding consumer intention. Finally, the results are presented and interpreted, and the implications for technology consumers based on technology intention of use, values and preferences are discussed. This paper concludes by identifying potential future lines of research and new product development. 2

3 2 CONVERGENCE SUPPORTING INCREMENTAL USAGE Convergence has created a new environment in terms of contemporary technological products (Han et al., 2009). Modern technology enables connectivity with different types of software and computer programs; integrated products contain numerous tools within the same device (e.g., mobile phone + MP3 player + digital camera + internet connectivity + virtual social network + GPS navigator + games + m-commerce transactions + banking access, among others) (Nunes et al., 2000). This tendency is reflected in the present generation of smartphones, the benefits of which are related to the numerous functions and services that these devices provide, at least in consumers' minds (Jokela, 2004). Several features that have converged in the present mobile environment have increased hedonic perceptions of the product and have led to satisfaction based on usage and the multiple benefits of a single device. The pleasure derived from using the product (Van der Heijden, 2004) and desire for its possession (Belk, 1988) which are interrelated and produce higher satisfaction and greater stimulus for consumers. As the literature shows, most customers who prefer high-tech products base their preference on enjoyment instead of usefulness (Turel et al., 2010). Compulsive purchasing (Belk, 1988) and the need to buy are related to consumers satisfaction and pleasure, which implies that convergence is preferred for integrated features with a hedonic approach (all in one) (Harris and Blair, 2006; Han et al., 2009; Okada, 2005; Dhar and Wertenbroch, 2000). The type of convergence that develops depends on the base product, which is also the basis upon which the product is primarily perceived. For example, although the base product of a smartphone is the mobile phone unit, the device maybe be used more frequently in reality for its internet access, social networking, or wireless connection than for phone calls. Gill (2008) explains that the identifiable base product of the convergence can increase or decrease product value depending upon the type of integration added. The utilitarian product easily receives hedonic and utilitarian integrations because hedonism is the consumers primary preference (Okada, 2005) and also because a utilitarian product increases in value with more utilitarian attributes. Studies in different areas have shown the importance of convergence in consumer decision processes. Ahn et al. (2010) show how biomedical technologies with multiple service integrations such as the development of diagnostics and different types of treatments can change the entire performance in this field. The importance of these convergences is the value involved, i.e., the attributes must match the proposal to the entire product (Gjerde et al., 2002). When consumers purchase a single device that integrates numerous other devices, their perceptions are related to the benefits of paying for one product with many attributes (converged). Telecommunications and high-tech products encourage the desire for bundled products (Kim et al., 2005). Furthermore, consumers confuse their experience with their knowledge of the device (Hoch, 2002); the previous literature indicates that consumers are frequently unable to exploit the benefits of multiple-attribute devices (Cowley and Mitchell, 2003). Nunes (2000) suggests that consumers prior conceptions about device usage are frequently not helpful because consumers cannot guarantee how long they have previously used each separate service or how much they will use such services in the future; in addition, consumer estimates regarding their usage of attributes is always higher than their actual usage. Therefore, the decision process regarding convergent products is not considered an accurate predictor of usage but is instead related to consumers desires that are based on status, pleasure, and the identity of the device as a social value (positioning) and as a symbol of their consumption (Katz and Sugiyama, 2006). 3

4 With regard to this convergent environment, although consumers are not able to guarantee the usefulness of their usage they will predict that they will enjoy using the product and the possible necessity of the attributes that can justify their purchase and therefore reduce their guilt (Okada, 2005). This choice suggests a mix of utilitarian and hedonic values embedded in the device, which creates a higher intention based on consumers social values (Park, 2006; Turel et al., 2010; Netzer and Srinivasan, 2011). 3 ATTRIBUTES VALUE DESCRIPTION This article examines the comprehension of green attributes that are integrated in convergent products and determines if this integration increases the perceived value by consumer. The previous literature shows that in the majority of cases convergent products are used or acquired for enjoyment and social status (Okada 2005; Katz and Sugiyama 2006). In addition, utilitarian features are frequently used to justify purchases based on a sense of guilt (Dahl et al., 2005) or function as a complement that can be congruent with the base product and consumers preferences (Han et al., 2009; Gill, 2008; Khan and Dhar, 2010; Chan and Mukhopadhyay, 2010; Botti and McGill, 2011; Khan and Dhar, 2006; Chitturi et al. 2007). Therefore, with regard to convergence, each feature must identify different social values and the relationship between hedonic and utilitarian attributes and must attempt to increase the purchase intention based on pleasure and satisfaction while allowing the purchase to be justified by the device's usefulness. So, this research defines hedonic preference as the intention to consume goods that reflect an affective and sensory experience that is based on aesthetic or visual pleasure, fantasy, desire, and fun (Hirschman and Holbrook, 1982). The preference for utilitarian devices is oriented differently; consumption is related more closely to cognitive participation in the decision process with some instrumental relation and is geared toward functional or practical tasks (Strahilevitz and Myers, 1998). Both preferences are interrelated because convergent products or bundles have multiple integrated services, including devices containing features related to pleasure (hedonism) and tasks (utilitarianism), which means that the benefits of pleasure, satisfaction, fun, professional usage, social positioning, purchase justification, and acquiring the status of an innovative technology user are central to this process (Okada, 2005; Katz and Sugiyama, 2006; Gill, 2008; Botti and McGill, 2011; Khan and Dhar, 2010). In this technologically convergent environment, consumers describe the following two objectives related to their purchase intention: the need to possess the most updated technology (Yadav et al., 2006; Lafferty and Goldsmith, 2004), and the desire to use these multiple features as integrated for pleasure, enjoyment, fun, and social status (Katz and Sugiyama, 2006; Wang et al., 2007; Gill, 2008; Zhu et al., 2009). 3.1 Green Attributes and Consumers Predisposition to Green Products The integrated features offered by IT and telecommunications devices generate consumer interest (Netzer and Srinivasan, 2011; Han et al., 2009). Users decision-making processes are based on the congruence of the features with the main base product (Gill, 2008). Thus, all convergences are important because consumers search for multi-attribute experiences; in addition, the manner in which these attributes are added to devices is also important in terms of guaranteeing user preferences. Rather than focusing on the appeal of green products, this research examines the green as an attribute that creates value compared with previous product configuration. Green attributes thus can be perceived differently based on environmental consciousness and product usage 4

5 (Lin and Chang, 2012) and depending on any predisposition toward green products that a consumer may have. This decision-making process is not merely constructed in terms of consciousness (Schlegelmilch et al., 1996) because some consumers may prefer green attributes as a result of their social values that are based on the fact that green attributes or characteristics distinguish certain products (Lewis et al., 2003) from the majority of products on the market (Katz and Sugiyama, 2006). Consumers initially were skeptical regarding the marketing of green products (Bhate and Lawler, 1997), a fact that should be of interest to marketers in their attempts to address specific consumer segments. After this initial period of skepticism, there was an increased perception and understanding about economic performance related to environmental benefits, which created synergy between green technologies (Li et al. 2010) and consumers perceptions. In general, a predisposition toward green concepts was related to manufacturing organizations evaluations of environmental issues in society and to suppliers and customers needs to propose innovative solutions (Vachon, 2007) that were with both to current technologies and consumers preferences. 3.2 Empirical Development As previously discussed in the paper, telecommunications products are being developed with utilitarian and hedonic characteristics. The integration of both types of attributes provides for a better acceptance of new products (Han et al., 2009). Consumers intentions should increase when a green attribute is perceived as congruent with utilitarian and hedonic bases and when an attribute is incongruent with utilitarian bases (Gill, 2008) because hedonic features provide consumers with satisfaction and pleasure and is the driving preference regarding consumer choice (Okada, 2005). Studies by Bhate and Lawler (1997) and Lin and Chang (2012) suggest that green attributes are better perceived when consumers have some knowledge regarding the importance of sustainability. Consumers with a low predisposition or negative prior experiences with green products may display no interest in the product because green attributes will be perceived as incongruent with the main device. Following the 2x2x2 research design presented in Figure 1, two hypotheses were constructed related to the previous literature discussed above. Harris and Blair (2006) and Han et al. (2009) suggest that consumers prefer convergent products to dedicated products because consumers perceive more benefits when products have numerous integrated attributes and services. Okada (2005) and Chan and Mukhopadhyay (2010) demonstrate that consumers justify their consumption based on the use of integrated utilitarian services, although they prefer hedonic products. Arruda Filho (2012) indicates that consumer preference is based on convergence and a mix of utilitarian and hedonistic attributes. Based on these studies, the authors of this study decided to delimit the variable in the design as a hedonic convergence, which is proposed as high or low. When hedonism is perceived as low, it is because the utilitarianism perceived is higher than the hedonism and vice versa. The other variable is the green attribute, which is presented in the research design as existent or non-existent in the scenario and in the questionnaires accorded to each device as a different stimulus. For one group of respondents, the device included a green attribute; for the other group, the same device was presented without the green attribute. Following Choi s (2012) thesis and Florenthal and Arling s (2011) research, when the device is shown to have green features, a consumer evaluates the involvement of such features in his / her lifestyle and how this involvement can interfere in his / her attitudes and behavior. 5

6 Figure 1. Technology Purchase Intention Based on Hedonism, Green Attribute Insertion and Predisposition to Green Products The last variable in the research design is the predisposition to green products that divided the two groups of consumers one group is more receptive to green products and the other is less likely to accept green products and perceive them as adding little value. Some of these attitudes are determined by consciousness (Schlegelmilch et al., 1996), whereas others are based on ideologies and beliefs (Kozinets, 2008). Some consumers are even capable of deconstructing the interaction between technology and green; such consumers were defined by Kozinets (2008) as Green Luddites. Regarding the analysis of the design proposed by the literature, purchase intention is thought to be higher when the predisposition to green products is high for all cells (cells 2, 4 and 8) and lower when hedonism is low and the green attribute is not inserted (cell 6). When the predisposition to green products is low, the intention is also low for cells 3, 5, and 7, but this factor is higher when hedonism is high and the green attribute is not inserted into the scenario (cell 1). The green attribute increases the purchase intention when the predisposition to green products is high; in this case, it does not matter whether the product is more hedonic or utilitarian. When there is no presence of green attributes, hedonism is necessary in the decision-making process. Based on the foregoing, the following hypotheses are proposed: H1 The higher a consumer's predisposition to green products, the higher the purchase intention is, apart from the scenario in which the product is less hedonic and without the presence of the green attribute because consumers values are based on status and pleasure. H2 The lower a consumer's predisposition to green products, the lower the purchase intention is, except with respect to products with high hedonic values and no green product inserted into the device because consumers generally prefer hedonic products. This analysis aims to understand which type of new product is most suitable in the current market based on convergence and to guarantee an effective cost-benefit analysis when including new attributes in the device. As previous research has confirmed, consumers prefer 6

7 bundled products with several attributes that are related to hedonic values (Okada, 2005; Chitturi et al., 2007; Botti and McGill, 2011). These attributes increase purchase intentions; however, if an organization decides to insert a green attribute as a type of differentiation, it is important to understand their customers segmentation to evaluate whether the base product will receive added value with the attribute convergence (Florenthal and Arling, 2011; Kozinets, 2008; Choi, 2012). With regard to products that are less hedonic or perceived as more utilitarian in convergence, research shows that intention will increase along with the green attribute integration for the segment of users with a high predisposition to green products (Lin and Chang, 2012; Jassen and Jager, 2002). Thus, for a specific group of users, effectively promoting the green devices will also promote the utilitarian product and thus provides a new segmentation of green users. 3.3 Regression and Variance Analysis Design Following the research design presented in figure 1, it is proposed that different scenarios related to hedonic values, green attributes insertion and consumer predispositions to green products will cause the purchase intention to change depending on whether the offer is perceived with higher or lower value based on the multiple attributes of different kind of uses. Because convergence is measured based on a device's possession of multiple attributes, the analysis will confirm whether the convergence is positive regarding hedonic and utilitarian preferences. Different value perceptions of converged products are measured to determine whether there is any possibility of a perception of risk or the importance of social values associated with buying the product that would influence consumers purchase intention. The students who took part in the study received extra credit for their participation and were recruited from undergraduate and graduate courses in the College of Business and Economics from three different universities in southeastern Brazil. The study s questionnaire was administered to 215 students. The data were collected using a survey via the Zoomerang website. Stimulus Four different products were presented in mobile phones as possessing hedonic or utilitarian attributes and possessing or not possessing green attributes were arranged for four different groups of respondents. Each research participant received one questionnaire regarding the same mobile phone. These questionnaires contained four different compositions of attributes, which differentiated the design according to the stimulus that these features generated in the participants. The questions related to consumers value perceptions, prior experience with the products and with green consumption were revealed after the design and the characteristics of the device had been described. The four questionnaires measured identical constructs and experiences. Subjects were questioned about the importance of having green integration and about their prior experience with a particular type of consumption even when viewing products that had no green integrations. The main objective was to measure consumers intentions based on the given scenario and then to validate these intentions based on prior experience with the attributes and prior consumption that had been previously developed for each consumer regarding the existing device. The four scenarios were as follows: 1 a hedonic product (mobile phone integrated to MP3, digital camera, social network access, and other wireless communications for games, etc.) with no green attributes; 2 the same hedonic product with 50% recyclable material, a dual recharge system (conventional and solar energy), and sustainable network applications 7

8 integrated; 3 a utilitarian product (agenda, Microsoft office, scanner, wireless network printer, and wireless and 3G connectivity) without green attributes; and 4 the same utilitarian product with the green characteristics of the second product. The research included a 2x2x2 design between subjects. We first present a 2x2 design because the predisposition to green products is not possible to create in a scenario; therefore, we intended to measure consumer predisposition to green products with questions related to such predisposition. Then, based on a high or low level of predisposition to green products, we intended to separate these participants into eight different groups of respondents. This manipulation was intended to produce a high number of participants across the four questionnaires; otherwise, consumers might have been disproportionately inclined toward certain positions. Data collection was defined to conclude when a sufficient number of respondents were questioned to constitute a statistically valid sample. Dependent Variable In the variance analysis, the usage intention is the dependent variable. In the scenario that includes the level of hedonism, the insertion of green attributes and consumer predisposition to green products are also dependent variables that are used to measure which variable (value) increases or decreases (changes) in a given scenario. Each scenario is determined in terms of hedonism and the presence or absence of green characteristics; however, the questionnaire includes items relating to the perceptions of hedonism (pleasure, satisfaction, fun), to the perceptions of green value (recyclable, economical regarding energy, reusable), and to the predisposition to green consumption (environmental friendliness, environment effects, devices built using recyclable materials, willingness to pay more for green, among others). The research design presents characteristics that are validated in the questionnaire. These values are also measured by different types of questions to confirm which constructs change or influence consumer decisions. Independent Variables The independent variables include hedonism (pleasure, fun, enjoyment, satisfaction) (Okada, 2005); perception of green (economical regarding energy, recyclable, not prejudicial to the environment, produced by renewable materials) (Li et al., 2010; Lin and Chang, 2012); and the predisposition to green products (consciousness of green products, green products' value to society, prior experience with green, previous level of green usage, willingness to pay for green) (Bohlen et al., 1993; Schlegelmilch et al., 1996; Lin and Chang, 2012). Other variables, such as social values (to use because friends use, to be considered different from others, status, design perception) (Ajzen, 1991); risk (how risky it is purchasing, risk to use based on numerous attributes, dangerous with the functionality) (Okada, 2005; Sarin et al., 2003); and ease of use (facility with product usage, ability to make the product do what I want, easy to use) (Davis, 1986) were also measured to understand the interaction with intention in the experiment and to examine relations that were cited in the literature as influential in consumers preferences for technology (Davis, 1986; Lewis et al., 2003; Arruda Filho; 2012). Procedure Based on their associated respondent groups, consumers were questioned about their predictions regarding one of the products presented. Preferences related to enjoyment, fun, necessity, type of usage, happiness, risk, and predicted use were measured. A Likert scale ranking from 1 to 7 was used. The demographic and usage questions evaluated prior and current experiences with these types of products. Respondents answers on the questionnaire were analyzed using mean 8

9 analysis, T-test, and ANOVA study and to determine whether usage intention increases when hedonic or utilitarian bundles increase according to the feature / attribute presented. The procedure was designed to determine how consumers perceive technology values when a product includes green attributes as opposed to when a product does not possess these attributes. In addition, the study evaluated whether the intention to increase usage is perceived more in hedonic or in utilitarian products, based on a specific consumer profile determined by the consumers prior experiences with green consumption (scenario design). Each level of hedonism, green attribute integration, and predisposition to green products, was assigned a classification number based on the degree of division of each element in the scenario. Hedonic design was assigned a value of 1 when the product was less hedonic (with more utilitarian attributes creating a low perception of hedonism) and a value of 2 when the product contained numerous hedonic attributes (high level of hedonism perceived). The green attribute column was assigned a value of 1 when the design lacked a green attribute and a value of 2 when green attributes were present. The predisposition was designated as 1 for consumers with a low predisposition to green products and as 2 for consumers with a high predisposition to green products. The questionnaire responses were organized according to the combination of these three variable designs. Based on this file organization, an ANOVA analysis could be performed to evaluate which value perception changed when the scenario also changed, which allowed for an analysis based on significance related to the interaction of the analyzed cells. 4 RESULTS AND DISCUSSION We first tested the reliability of each construct using Cronbach s alpha or correlation. The results to these tests showed that measures were sufficiently adequate: five variables of predisposition resulted in a alpha of 0.805; three variables of hedonism, 0.905; three variables of utilitarianism, 0.893; three variables of social value, 0.809; two variables of intention to purchase the product, have correlation of 0.884; and four variables of green perception, Each construct was then computed as a mean of the variables used to measure it. Table 1 presents the correlation among these variables, which connects the research design to the previous literature. All correlation was statistically significant, except for predisposition to purchase with the utilitarianism. Table 1. Correlation Table among the Constructs of the Research Factors Int Hed Util Soc Green Predis Intention 1 Hedonism.819 ** 1 Utilitarianism.624 **.589 ** 1 Social Value.598 **.662 **.590 ** 1 Green Perception.402 **.388 **.473 **.449 ** 1 Predisposition.086 *.146 ** **.152 ** 1 (*) Correlation is significant at the 0.05 level (**) Correlation is significant at the 0.01 level In the research design, predisposition to green products was defined by separating two types of consumers (with low or high predisposition to green consumption). We used the studies of Lin and Chang and Schlegelmilch to define levels of predisposition. Values higher than 5 (1 to 7 in the Likert scale) were defined as high predisposition to green products and values lower than 3 were defined as low predisposition to green products in the proposed scenario (Figure 1). According to the scale, 46.8% of the participants had a higher predisposition and 9

10 43% had a lower predisposition; the remaining participants (10.2%) were discarded because their measures were outside of the stipulated range for high and low predisposition. To define green perception, we used Lin et al. s study (2012). For the scenarios presenting products with no green attributes, the mean value of the green perception was 3.9, whereas for scenarios that included products with green attributes the green perception was 5.7, based on a possible range from 1 to 7 in the Likert scale. So this is the validation for the research scenario related to the integration with green attribute or without the green attribute. The fact that the green perception of the product without any green attributes was not low was attributed to the design of the specific product, a mobile phone with a transparent structure. This design made the device different from other mobiles, which might interfere with consumers values and experience. Even if the product was not connected with a specific brand, the high-tech transparent design might prompt some perception of sustainability. In any case, the mean value for the green perception variable in the scenario in which the product had green attributes had a higher value than for the scenario without the green attributes, which gave indication of a valid scenario. Continuing the analysis, the 2x2x2 model was evaluated. In this model, different consumers participated in each of the eight conditions by describing their preferences and values for technology consumption concerning a mobile with multiple attributes with or without green characteristics and with hedonic or utilitarian characteristics. Developing the variance analysis in this scenario s variables revealed that the intention to buy the product variable had significance for hedonism and green attribute scenarios in a two-way ANOVA interaction (p = 0.14; F = 6.057). Figure 2 presents the analysis of intention to buy as a dependent variable in the composition of green attributes (1 represents green attribute integrated and 2 represents no green attribute integrated), hedonism (1 represents a high level of hedonism and 2 represents a low level of hedonism), and the predisposition (1 represents a high level of predisposition evaluated). Figure 3 presents the same scenario with a value of 2 for predisposition, which indicates a low level of predisposition to green products. Figure 2. Analysis of Variance in Scenario with a High Level of Predisposition to Green Attributes 10

11 Figure 2 shows that the intention to buy a product increases when the product has a high level of hedonism, which aligns with Okada (2005). However, the graphic indicates that the growth perceived is more intense for products without the green attribute. Thus, for utilitarian technological products, the integration or insertion of green attributes in the device significantly increases the intention to buy the product; for the hedonic product, the intention also increases, albeit to a lesser degree. This finding is important because it helps to understand whether the effort to integrate green attributes into a device, which is primarily hedonic, is worthwhile for the industry. Because hedonism is the main preference, products with hedonic characteristics are more likely to increase consumers intention to buy. This result is evaluated among consumers with a high predisposition to green products. Regarding the scenario in which the predisposition to green products is low for respondents (Figure 3), the difference between the intention to buy the product with or without the green attribute is equally high when the product is utilitarian (low level of hedonism hedonism 2). Therefore, the integration of green characteristics in the device stimulates the intention to increase this intention. However, when the product is extremely hedonic (hedonism 1) there is no motivation or difference in the intention value to purchase this type of device. It is important to understand which attributes are well received by consumers in integrating new technological products based on consumer profile (those who have more green consciousness) and how this finding relates to whether products are characterized as primarily hedonic or utilitarian. Figure 3. Analysis of Variance in Scenario with a Low Level of Predisposition to Green Attributes It is clear that green attributes increase consumers intention to purchase; however, this intention is more pronounced when the product is utilitarian and when the consumers have a predisposition toward these types of characteristics (i.e., a consciousness related to sustainability and green products). An evaluation the research based on the graphic of the variance analysis shows that the intention to buy the product is higher in Figure 2 than it is in Figure 3, which demonstrates that when the predisposition is higher (Figure 2), the intention to purchase the product with 11

12 green attributes is higher than when the predisposition is lower (Figure 3). Both graphics show that the intention to buy increases for products with a high level of hedonism; thus, it is not proven that the predisposition to green products is the only determining factor. The main difference is the high level of hedonic attributes, which in the predisposition scenario indicates more intention (high predisposition to green products observed in Figure 2) than with the low level of such predisposition (Figure 3). With this, hypothesis 1 is partially supported in light of Figures 2 and 3, which show that when the predisposition is higher, the intention is higher, except with respect to a device without green attributes and with characteristics that are less hedonic and more utilitarian. The problem is that identical behavior is exhibited for the product with a lower predisposition to green products, although the level of intention to buy remains higher for the scenario with a high predisposition to green products (Figure 2) although not to the expected degree. Hypothesis 2 is completely supported; Figure 2 demonstrates that when the predisposition to green products is low the intention is low for utilitarian products, which increases with an increase in hedonism, as confirmed by Okada (2005). To validate the scenario proposed in this research, a T-test (Table 2) was developed to measure the difference between the scenario presented and the actual products and attributes that the research participants possess. In this test, we attempt to understand whether consumers desire a product because it is new such that every attribute is described as important or whether consumers do not currently possess the attributes presented and are interested in them for convergent usability. Table 2. T-test of Predicted Usage and Current Usage for Consumers Own Devices Test Value = 0 95% Confidence Factors / Measure Mean Interval of the t df Sig. Difference Difference (2-tailed) Lower Upper IOU Mobile IOU MP IOU Digital Camera IOU Social Network IOU Agenda IOU Office IOU Scanner IOU Recycle IOU Solar Energy IOU Green Consumption Mobile Usage MP3 Usage Digital Camera Usage Social Network Usage Agenda Usage Office Usage Scanner Usage Recycle Usage Solar Charge Usage Green Consumption Usage IOU = Intention of Use Table 2 shows that consumers current usage is as high as their prediction for the proposed product in the research scenario. A high level of usage is perceived in all normal attributes (MP3, digital camera, social network, and agenda); however, in the more technologically 12

13 advanced attributes or updated characteristics (office and scanner) and in green attributes (solar energy, recyclable material, and green consumption connectivity), current usage is low. Analyzing the prediction of use for the product containing all the integrated attributes, even the green attributes and the updated attributes demonstrate a high level of intention to use, which indicates that consumers are interested in using and experimenting with new attributes. Regarding consumers own products, current mobile usage is even higher than the intention to use the new mobile phone presented. This finding confirms that consumers present a significant level of use of their current mobile and believe that the intention to make phone calls with the new device is not much higher than the intention they have with their current device. The intention to use new elements is more visible in the T-test regarding solar energy, recyclable devices and other green attributes. Analyzing the context, consumers who indicate that they use their own devices frequently only present a difference of intention with regard to the new attributes (the one consumers do not possess), which demonstrates more coherence with the explanation of how green attributes motivate consumer intentions. 5 CONCLUSION This study conducted quantitative research to measure how hedonic and green attributes interfere in the preferences for technological products based on consumers intention to buy. The hypotheses proposed in the study were supported; however, some values were not clear, including a prediction regarding the predisposition factor in the research design that the intention to buy would increase for consumers with a high predisposition to green products. The results of the analysis of variance indicated some increase related to the predisposition to green products, whereas the regression analysis did not show significant change with regard to this variable. To understand this new environment in which convergent products numerous attributes create consumer confusion about device usage, we propose that future studies examine countries that are more current regarding green attributes and that have populations with a greater sensitivity to sustainability. It might also be interesting to use different products for object research and thus offer a new perspective regarding consumers preferences and green values. H1 was partially supported and H2 was fully supported, as shown in the discussion presented in section 4. Certain factors, such as culture and prior experience with green products might be responsible for interference in the research design, which might have affected the research results. It would be worthwhile to examine the results from a new database, using information from other countries and focusing on other technology products. One notable limitation of the study may be the sample profile because 100% of the participants were university students. The restricted sample meant that the survey could not represent a full range of consumers with a high level of experience with sustainability and green products. Another limitation relates to the use of the mobile phone as the research object. Because this product is one of the decade s most purchased devices, interest in consumption is perhaps also related to the social value of the product. This social value could present some tendency toward desire, thereby describing the equipment related to social positioning, which would not take into account environmental or sustainability issues. In conclusion, this study has implications for researchers in the fields of marketing and IT related to technology preferences and consumer behavior, describing an up-to-date scenario of decision and intention to purchase high-tech (new technology) products. These implications are directly related to the characteristics integrated in the device concerning the hedonic/social (desire / fashion) and utilitarian values attached to these products. 13

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