Consumers’ Green Purchasing Decision Based on Preference for Product Attributes: Taking the Rolling Paper for Example

The consumers’ green purchasing decision is the process of matching their own needs and the attributes of the products. Conjoint analysis was used to analyze how the attributes such as the brand, the price, the raw materials, the environmental certification and the fluorescent additives of the rolling paper affect its purchase on the basis of the data from a survey among the consumers in Changsha. The study measured the relative importance of each attribute to the consumers’ decisions and the utilities of the levels of the attributes to consumers. Results showed that the differences of the consumers’ preference can provide strong basis for product management of the corporation.