Consumer Perceptions of Eco-friendly and Sustainable Terms
Benjamin Campbell (),
Jennifer Dennis and
Agricultural and Resource Economics Review, 2015, vol. 44, issue 1, 21-34
Common marketing strategies include emphasizing productsâ€™ â€œgreenâ€ or environmentally friendly attributes and characteristics to appeal to a growing market of environmentally conscious consumers. While previous studies have used product labels such as â€œeco-friendly,â€ â€œenvironmentally friendly,â€ and â€œsustainableâ€ 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 differences in individualsâ€™ perceptions of the terms â€œeco-friendlyâ€ and â€œsustainable.â€ Marketing implications for the food and green (i.e., greenhouse/nursery producers, suppliers, and retailers) industries are discussed.
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