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Green decisions : demographics and consumer understanding of environmental labels D`Souza, Clare, Taghian, Mehdi, Lamb, Peter and Peretiatkos, Roman 2007, Green decisions : demographics and consumer understanding of environmental labels, International journal of consumer studies, vol. 31, no. 4, pp. 371-376. Title Green decisions : demographics and consumer understanding of environmental labels Author(s) D`Souza, Clare Taghian, Mehdi Lamb, Peter Peretiatkos, Roman Journal name International journal of consumer studies Volume number 31 Issue number 4 Start page 371 End page 376 Publisher Wiley Interscience Place of publication New York, N.Y. Publication date 2007 ISSN 1470-6423 1470-6431 Keyword(s) green marketing green labels green consumers profile third party labels Summary This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers’ understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive. Notes Published Online: 27 Nov 2006 Language eng Field of Research 150599 Marketing not elsewhere classified HERDC Research category C1 Refereed article in a scholarly journal Copyright notice ©2006, Blackwell Publishing Persistent URL http://hdl.handle.net/10536/DRO/DU:30007040 Document type: Journal Article Collections: Deakin Graduate School of Business Higher Education Research Group Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Thu, 22 Jan 2009, 13:06:55 EST Thu, 28 Apr 2011, 16:55:41 EST Thu, 28 Apr 2011, 17:03:09 EST Mon, 26 Sep 2011, 15:37:56 EST Mon, 26 Sep 2011, 15:38:55 EST Tue, 28 Feb 2012, 07:49:27 EST Filtered Full Access Statistics: 643 Abstract Views, 3 File Downloads  -  Detailed Statistics Created: Mon, 29 Sep 2008, 08:47:36 EST

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