Sustainability: consumer perceptions and marketing strategies.

McDonald, Seonaidh; Oates, Caroline J.

Abstract

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.

Citation

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: https://doi.org/10.1002/bse.524

• 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
• DOI: https://doi.org/10.1002/bse.524
• Keywords: Green consumer; Consumer perception; Marketing; Sustainable consumption
• Public URL: http://hdl.handle.net/10059/1210