Abstract
This paper reviews previous market research into green consumer behaviour in the United Kingdom. A series of longitudinal studies into purchasing patterns for environmentally friendly products in Northern Ireland is presented. By means of these studies the breadth and depth of commitment of the green consumer is identified. It is our opinion that this provides a more accurate classification of the green consumer in the United Kingdom than has been compiled before.
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Davies, C. A., Titterington, A. J., Cochrane, A. C., & Cowan, M. E. (2015). Forty Shades of Green towards a Classification of Consumer Greenness. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 467–472). Springer Nature. https://doi.org/10.1007/978-3-319-17323-8_102
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