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Household behaviour and sustainability: from inactive to involved, and what lies in-between.

Oates, Caroline; McDonald, Seonaidh; Padmore, Jo; Oke, Adekunle


Caroline Oates

Seonaidh McDonald

Jo Padmore

Adekunle Oke


In this working paper we present the initial findings from a 2013 postal survey into green and ethical household behaviour. 457 usable questionnaires were returned from 3000 householders in a large northern city in the UK, giving a response rate of 15%. Respondents provided details about their levels of participation in green and ethical activities, their attitudes towards such behaviour, recent purchase decisions in different product categories, and information use and dissemination. Questions were derived from an earlier piece of qualitative research in which we carried out in-depth interviews with self-identified green consumers and a previous quantitative questionnaire. Our latest findings provide evidence to support varying levels of involvement in green and ethical activities, with differences in participation, attitudes, and information seeking. These differences are discussed and marketing implications identified.

Start Date Jul 7, 2015
Publication Date Jul 9, 2015
Publisher Academy of Marketing
Institution Citation OATES, C.J., MCDONALD, S., PADMORE, J. and OKE, A. 2015. Household behaviour and sustainability: from inactive to involved, and what lies in-between. In Proceedings of the 2015 Academy of Marketing conference (AM2015): the magic in marketing, 7-9 July 2015, Limerick, Ireland. Helensburgh: Academy of Marketing [online]. Available from: http://programme.exordo...egates/presentation/28/
Keywords Green/ethical consumption; Household behaviour; Attitude; Information sources
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