publication . Preprint . 2013

CONSTRUCTING THE GREEN CONSUMER: BEYOND THE OBVIOUS

Caroline Burr;
Open Access
  • Published: 01 Sep 2013
Abstract
Customers, through their purchases, play a central role in sustainable development. As public concern for the environment increases, opportunities emerge for marketers to produce the green products that consumers desire. However, there is growing skepticism about green claims, and despite many consumers being pro-environmental, most do not translate this into purchases. These factors pose problems for organisations, therefore in order to take advantage of the available opportunities, companies need to understand green consumer behavior in more depth. This paper will critically analyse the conventional literature on green consumption, but will also synthesise the...
Subjects
ACM Computing Classification System: GeneralLiterature_REFERENCE(e.g.,dictionaries,encyclopedias,glossaries)
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