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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.

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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
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