Grey SERVQUAL method to measure consumers' attitudes towards green products - A case study of Iranian consumers of LED bulbs

The purpose of this study is to present a framework to identify consumer's behavior towards green products by measuring the gaps between expectations and perceptions of consumers. The previous studies have mainly used SERVQUAL method in service quality to measure the gaps, but this paper introduces new approach of this methodology. It is modified using Grey system where the ambiguity and poor information existed in consumer opinions are consider. Unlike the previous studies, our model is applied to goods rather than services. In order to identify the quality of products, the main characteristics of green products have been identified based on last researches and according to interviews with dozens of experts in the field in which eleven components are selected. For collecting data, an instrument based on characteristics of products is designed and distributed among 387 consumers of LED bulbs as a case study of green products which is a common green product among Iranians. The results show that the highest positive gap is in terms of durability and performance, but the most negative gap is the price and serviceability of the products. Finally, the importance-performance analysis is made based on the results.