A holistic approach to manage environmental quality by using the Kano model and social cognitive theory

Abstract

Since its first proposition in 1984, the Kano model has been used extensively in a variety of contexts within industries and academic research demonstrating its wide applicability. The Kano model allows for describing the relationship between an objective aspect and a subjective aspect. Yet is this relevant for environmental quality as well? In this study, we explore the cases where the Kano model is used for assessing environmental quality and its perception by consumers and identify the potential influencing factors for its application with this respect. We find that the Kano model can serve as an effective tool for converging towards environmental quality and sustainability by indicating the direction from a social and behavioral choice perspective. We propose an integration of the Kano model with Bandura's triangle (a concept of the social cognitive theory) to create an instrument for driving change of customer attitude and behavior via changing the perception of environmental quality.