When Values Become Markets

The chapter focuses on the effects of green consumer attitudes on the nature of innovation by transforming the individual values into the market needs. It describes the impacts of environmental awareness, ethical responsibility, health orientation, and trust on consumer decision and the motivation of firms to produce sustainable products, cleaner processes and circular business models. The chapter points out that technology or regulation alone is not the sole driver of green innovation, but consumer expectations, brand credibility, affordability, and practical usability are also drivers of green innovation. It also addresses theoretical underpinnings, conceptual connections, illustration of examples, adoption issues, and research prospects. In general, the chapter demonstrates that values are turned into marketplace when consumers, businesses, and policymakers make a collective commitment to credible and accessible sustainability solutions.

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