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Sustainability: consumer perceptions and marketing strategies.

McDonald, Seonaidh; Oates, Caroline J.


Seonaidh McDonald

Caroline J. Oates


Studies of green consumer behaviour, in particular purchasing and disposal, have largely focused on demographics and/or socio-demographics, with mixed and frequently contradictory results. To move the debate forward, we investigated a wide range of 40 sustainability activities with 78 consumers, who placed each activity on a matrix according to perceived effort and perceived difference to the environment. Patterns both across respondents and between certain pairs of activities were identified, and we suggest that this model increases our understanding of how consumers view sustainable activities. Marketers can use this information to consider marketing strategies that positively influence consumers' perceptions of such activities.


MCDONALD, S. and OATES, C.J. 2006. Sustainability: consumer perceptions and marketing strategies. Business strategy and the environment [online], 15(3), pages 157-170. Available from:

Journal Article Type Article
Acceptance Date Oct 19, 2005
Online Publication Date Apr 12, 2006
Publication Date Jun 30, 2006
Deposit Date Jun 3, 2015
Publicly Available Date Jun 3, 2015
Journal Business strategy and the environment
Print ISSN 0964-4733
Electronic ISSN 1099-0836
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 15
Issue 3
Pages 157- 170
Keywords Green consumer; Consumer perception; Marketing; Sustainable consumption
Public URL


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