Review of the green consumers' perception formation about the environmentally safe products
D`Souza, Clare, Lamb, Peter and Taghian, Mehdi 2004, Review of the green consumers' perception formation about the environmentally safe products, in ANZMAC 2004 : marketing accountabilities and responsibilities, proceedings, School of Marketing and International Business, Victoria University of Wellington, Wellington, N.Z..
This study examines the influence of various factors on the green purchase intention of customers in Australia. A conceptual model has been proposed and was subjected to empirical verification with the use of a survey of metropolitan and regional households in Victoria. The results indicate that corporate perception with respect of companies not placing higher priority on reducing pollution than increasing profitability was the significant predictor of customers’ negative overall perception toward environmentally safe products. The only positive contribution to customers’ perceptions was their past experience with the product. Other factors including the perception of environmentally safe products, product labels, and regulatory protection did not appear to influence customers’ perceptions. The results also suggest that customers are not tolerant of lower quality and higher prices of environmentally safe products. The present findings provide an understanding of the antecedents of green purchasing and highlight that green customers rely more on personal experience with the product rather than the information provided by the marketer.
Reproduced with the specific permission of the copyright owner.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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