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Green Product Innovation and Financial Resource Availability

There is dire and critical need to deeply understand green consumers, given the implications for marketers to comprehend and communicate green buying patterns on the one hand, and to design and strategize both product range and motivation and financing available to develop them on the other hand. The chapter is built on theory Rational Choice and Revealed preferences Theory, while extending using experimental approaches involving multi actors' model. The multiple actors included consumer with their preferred order of choices, entrepreneurs with their preferences, and financiers with their preferred order, under the budget constraint. This chapter interacts with practical aspects of green product innovation behavior in general, and advances research with a focus on specific behaviors, highly desired in this field investigating the rise of green purchases. Globally, consumers are increasingly acquiring green products, and this study indicates to an improved understanding of the decision-making process of consumers' green product.