Investigating Antecedents and Consequences of Consumer Satisfaction from Bio-Based Products: Evidence from Greece

In an attempt to increase our understanding of bio-based consumption behavior, this study examines antecedents and consequences of consumer satisfaction associated with three different bio-based products: (i) bio-based wall paint, (ii) bio-based household cleaning detergent, and (iii) a kitchen chair made of biosynthetic material. The proposed structural model of the latent variables developed is empirically validated using cross-sectional data from a sample of 404 Greek consumers. The findings demonstrate that perceived value, perceived quality and consumers’ marketing awareness are significantly and positively associated with consumer satisfaction. Moreover, consumer satisfaction is a strong predictor of customer loyalty while the latter is negatively affected by marketing awareness. The data analysis also reveals certain latent variables affecting consumer satisfaction as well as customer loyalty and shaping their association. The study demonstrates the impact of key aspects affecting the diffusion of bio-based products, contributes to the existing literature examining critical perspectives of green consumer behavior and offers for the first time evidence related to the acceptance-use of bio-based products in Greece, with resulting implications for marketing strategy and public policy.