What does “green quality” really mean?

Purpose The purpose of this paper is to identify various dimensions of green quality. It integrates the existing carbon footprinting technique with the eight dimensions of quality proposed by Garvin (1984, 1987). Apart from extending these concepts, it also proposes two new dimensions – traceability and standardization which are not explicitly considered by the above two. Design/methodology/approach Conceptual theory building is used to develop a framework consisting of three interrelated propositions which explain the underlying dimensions of green quality and provide a better understanding of the same. Findings Similar to the eight dimensions of quality proposed by Garvin, the authors propose various dimensions of green quality and develop three propositions around these dimensions. This conceptual framework is developed by integrating the works of traditional quality (specifically Garvin’s eight dimensions), emergent literature on green products and their attributes, carbon footprinting from environmental economics discipline by summarizing their common elements and contrasting their differences. Originality/value This research is one of the first studies that explore the dimensions of green quality of a product. Apart from discovering and exploring inherent greenness in Garvin’s eight dimensions of quality, the authors also discuss about two new dimensions – traceability and standardization.