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, 21-34

Abstract: Common marketing strategies include emphasizing products’ “green” 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 “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 differences 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.

Date: 2015
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