Green Labels, Perceived Benefits, and Purchase Decisions: An Examination of Sustainability from the Consumer’s Perspective

Abstract

As early as 1972, academic work on environmental marketing began, largely focusing on demographic differences between socially conscious consumers and others (Anderson & Cunningham 1972). Over time, pro-environmental attitudes have become the norm among consumers; however, only about 1 in 3 engages in pro-environmental purchase behavior (Straughan & Roberts 1999; Vlosky et al. 1999). This research seeks to contribute to a framework for analysis of the linkages between corporate communications, consumer attitudes and consumer behavior regarding green products. First, the text explores consumers’ sense-making of green marketing labels. Next, the benefits consumers expect from consumption of green products are examined. Finally, insights into the considerations involved in green product purchase decisions are discussed.