Pro‐environmental products: marketing influence on consumer purchase decision

  • Pickett‐Baker J
  • Ozaki R
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Abstract

Purpose – The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available.Design/methodology/approach – This paper reviews consumer behaviour and advertising to identify how consumers are persuaded to opt for greener products. It reports the results of a consumer product survey using a questionnaire based on the Dunlap and van Liere HEP‐NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The respondents were 52 mothers who shop at supermarkets.Findings – The results show a correlation between consumer confidence in the performance of green products and their pro‐environmental beliefs in general. The findings suggest that most consumers cannot easily identify greener products (apart from cleaning products) although they would favour products manufactured by g...

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Authors

  • Josephine Pickett‐Baker

  • Ritsuko Ozaki

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