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Public environmental consumerism : recycling behaviour and its impact on intentions to purchase green products

conference contribution
posted on 2005-01-01, 00:00 authored by C D'Souza, Mehdi Taghian, P Lamb
Recycling behaviour has been used as indicators of green behavior since research has indicated that there is a positive relationship between environmental concern and ecologically responsible behavior such as recycling. The objective of this study is to find out if there is a difference between recyclers and non-recyclers and heavy and light recyclers with respect to their willingness to pay more for green products despite the perception of green products being of a lower quality in comparison to alternative products. The answers to this will help us to better understand environmentally conscious consumerism of both groups of consumers i.e. the light and heavy recyclers. The results indicate that willingness to pay somewhat higher prices and accepting somewhat lower quality of green products appears to be, generally, independent of recycling and non-recycling, as well as heavy and light recycling behaviour. It also addresses the implications of these findings for business managers.

History

Event

Macromarketing Conference (30th: 2005: St. Petersburg, Florida)

Pagination

85 - 95

Publisher

[University of South Florida]

Location

St. Petersburgh, Florida

Place of publication

[St. Petersburg, Fla.]

Start date

2005-05-28

End date

2005-05-31

Language

eng

Publication classification

E1 Full written paper - refereed; E Conference publication

Copyright notice

Reproduced with the specific permission of the copyright owner.

Editor/Contributor(s)

M Peterson, R Hill

Title of proceedings

Discourse, diversity and distinction : Macromarketing at 30 : Remember the titans, papers of the 30th Annual Macromarketing Conference

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