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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..

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Title Review of the green consumers' perception formation about the environmentally safe products
Author(s) D`Souza, Clare
Lamb, Peter
Taghian, Mehdi
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 Nov.-1 Dec. 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Conference series Australian & New Zealand Marketing Academy Conference
Publisher School of Marketing and International Business, Victoria University of Wellington
Place of publication Wellington, N.Z.
Keyword(s) green
perception
environment
safe
product
labels
price
quality
Summary 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.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009664

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.