Environmental marketing claims : consumer interpretation and policy implications

D`Souza, Clare and Taghian, Mehdi 2008, Environmental marketing claims : consumer interpretation and policy implications, in Macromarketing : systems, causes, and consequences : Papers of the 33rd Annual Macromarketing Conference, Macromarketing Society, Inc, [Clemson, South Carolina], pp. 148-160.

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Title Environmental marketing claims : consumer interpretation and policy implications
Author(s) D`Souza, Clare
Taghian, Mehdi
Conference name Macromarketing Society. Conference (33rd : 2008 : Clemson University, South Carolina)
Conference location Clemson University, South Carolina
Conference dates 4 - 7 June 2008
Title of proceedings Macromarketing : systems, causes, and consequences : Papers of the 33rd Annual Macromarketing Conference
Editor(s) Kilbourne, William E.
Mittelstaedt, John D.
Publication date 2008
Conference series Macromarketing Society Conference
Start page 148
End page 160
Total pages 321 p.
Publisher Macromarketing Society, Inc
Place of publication [Clemson, South Carolina]
Summary Environmental claims communicate the concept of green brands. The purpose of this paper is to examine if environmental claims yield satisfactory results. Secondly, what policy measures would best encourage the adoption of environmental claims by businesses? Finally, how should businesses address practical and theoretical implications?The results suggests that in order to avoid misleading consumers, policy makers need to evaluate the public’s understanding of the meaning of claims, disallow the use of nonstandard claims by businesses, establish an education program and mandate their usage. There is also an indication that the usage of recognisable third party environmental labelling may be a more reliable.
Notes Located on the 164th page in the attached link.
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 ©2008, Macromarketing Society
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018075

Document type: Conference Paper
Collections: Deakin Graduate School of Business
Higher Education Research Group
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