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Consumer Perceptions of Eco-friendly and Sustainable Terms

Benjamin Campbell, Hayk Khachatryan, Bridget Behe, Jennifer Dennis and Charles Hall

Agricultural and Resource Economics Review, 2015, vol. 44, issue 1, 14

Abstract: Common marketing strategies include emphasizing products’ “green” or environmentally friendly at-tributes and characteristics to appeal to a growing market of environmentally conscious consumers. While previous studies have used product labels such as “eco-friendly,” “environmentally friendly,” and “sustainable” to investigate consumer preferences, relatively little is known about how consumer perceptions as a pre-decision mechanism impact their preferences and choice behaviors. Using data collected through an online survey of U.S. and Canadian consumers, we investigate systematic differ-ences in individuals’ perceptions of the terms “eco-friendly” and “sustainable.” Marketing implications for the food and green (i.e., greenhouse/nursery producers, suppliers, and retailers) industries are discussed.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Date: 2015
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DOI: 10.22004/ag.econ.200994

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