Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green intention

D'Souza, Clare, Taghian, Mehdi and Khosla, Rajiv 2007, Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green intention, Journal of targeting, measurement and analysis for marketing, vol. 15, no. 2, pp. 69-78.

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Title Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green intention
Author(s) D'Souza, Clare
Taghian, Mehdi
Khosla, Rajiv
Journal name Journal of targeting, measurement and analysis for marketing
Volume number 15
Issue number 2
Start page 69
End page 78
Publisher Palgrave Macmillan Ltd.
Place of publication Basingstoke, England
Publication date 2007
ISSN 0967-3237
1479-1862
Keyword(s) consumer behaviour
environment
green marketing
Summary Research indicates that the environment has had a definite impact on consumer behaviour whereby suggesting to target consumers according to their environmental beliefs. This study investigated the consumers' green purchase behaviour using price and quality attributes as contributors to the formation of purchase intention. It attempts to construct a model that may facilitate the better understanding of green consumers' market segments through the use of an intelligent soft computing model. The model is designed to incorporate knowledge, beliefs, demographic profiles and situational variables. This potentially provides a more direct method for companies to gauge consumers' intention to purchase green products. The results showed strong preference for companies to place higher priority on reducing pollution than on increasing profitability. It highlighted different clusters that demonstrate various levels of the strength of intention to purchase and market segment profiles.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, Palgrave Macmillan Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30007041

Document type: Journal Article
Collections: Deakin Graduate School of Business
Higher Education Research Group
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