Business Commons^™

Understanding Consumers’ Motivations And Product Preferences For Deconsumption, Anubha Mishra Dr., Norm Borin, Joan Lindsey-Mullikin, Ram Krishnan

CSU Journal of Sustainability and Climate Change

The modern era features dramatic changes in consumer attitudes and behaviors related to consumption; this article investigates the motivations and product preferences of consumers who alter their consumption habits to obtain products that cause less damage or use fewer resources. The authors offer an empirical definition of such deconsumption and compare it with other terms used in prior literature to refer to resource-restricted purchases; they also propose consumer-oriented measures of deconsumption motivations and product preferences. The results reveal ten motivation factors that help explain why people choose to deconsume. Regression analysis further shows that product choice varies across these motives. …

The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr

Masters Theses

The purpose of the study was to examine whether guilt appeals or empathy appeals were more effective at promoting purchase intention among green consumers for green products. This purpose was achieved through studying the effect of using an empathy appeal versus a guilt appeal in a hypothetical green advertisement. To test this objective, participants completed a survey that assessed the relationship between the message condition they were exposed to—either guilt, empathy, or neutral—and their subsequent purchase intent of the advertised product. It was hypothesized that the empathy appeal would lead to higher purchase intention than the guilt appeal, but the …

Effective Green Marketing Strategies On Social Media: Selling Companies And Their Consumers On Investing In Carbon Offsetting And Solar Energy In 2021, Melvin Richard Springer Iv

Honors Theses

In a digital world where consumers and businesses alike care significantly about sustainability and corporate social responsibility (CSR), the success of startup companies hinges on constant, clear, and thoughtful communication. Through my research into successfully marketing such concerns on social media as well as my internship at Clearloop, I discovered some of the best ways to convince both companies and consumers that preserving the planet should be a primary concern for every environmentally conscious company. Companies that ignore their impacts on the environment are synonymous with companies doomed to fail in the 21^st century. Clearloop’s model of partnering with …

The Analysis Of Green Marketing And Brand Image On Repeat Purchase On Consumers Of Coffee Shop In Bandung, Yulia Nur Hasanah, Fauzan Aziz

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This research was conducted to examine the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung. Design/Methodology/Approach: Data were collected through online survey that targeted the consumer of coffee shop in Bandung area. A method of successive interval (MSI) and Partial Least Square (PLS) was used as a method to analyse this data Research Findings: The results shows that green marketing and brand image have a significant effect on repeat purchases simultaneously and separately. Based on these results, consumers of coffee shops in Bandung were …

محددات إستراتجيات تطوير المنتجات الخضراء في الشركات الصناعية في فلسطين, عرفات الجبريني

Hebron University Research Journal-B (Humanities) - (مجلة جامعة الخليل للبحوث- ب (العلوم الانسانيه

This study aimed at identifying the most significant determinant strategies of green products development in industrial companies in Palestine, based on the dimensions of Philosophy of enterprise, density of exports, market characteristics, and characteristics of decision-makers. The study population consisted of the companies listed in the records of Hebron Chamber of Commerce and Industry that have excellent class and whose number reached (100) from different sectors. However, based on a random stratified sample, the sample of the study consisted of (60) industrial companies. To achieve the objectives of the study, the descriptive analytical method was used. A statistical questionnaire, which …

Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder

Association of Marketing Theory and Practice Proceedings 2020

A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …

Objective Knowledge, Subjective Knowledge, And Prior Experience Of Organic Cotton Apparel, Han Tae-Im

STEMPS Faculty Publications

The purpose of this research is to examine the relationships between objective knowledge, subjective knowledge, and prior experience of organic cotton apparel and their effects on purchase behaviors. The sample of the present study consisted of Millennial consumers living in the United States. Multiple regression and cluster analysis were used to assess the relationship among variables. Objective and subjective knowledge related to organic cotton apparel had a weak relationship suggesting they are distinct measures of knowledge. Direct experience, indirect experience, and education level were significant predictors of subjective knowledge, however, they had insignificant effects on objective knowledge. Furthermore, consumers who …

Environmental Governance And The Global South, Jeffrey J. Minneti

William & Mary Environmental Law and Policy Review

Over the last several decades, efforts to regulate the environment through traditional public law at national and international levels have stalled. In contrast, private environmental governance has flourished as nongovernmental entities have engaged in standard setting and assessment practices traditionally left to public government. This Article observes that while private governance of producers’ environmental product claims has grown tremendously in recent years, the vast majority of the governance originates in the global North and thrusts the global North’s economic and environmental agenda into the global South. In light of recent empirical studies of the effectiveness of such governance, the Article …

Green Marketing Effects On The Consumer, Alice O. Townsend

Honors Theses

The purpose of this study is to gauge the influence of green marketing efforts directed at the consumer. Green marketing is a marketing strategy used by businesses that emphasizes the environmental improvements a company has implemented. Green marketing is not a new concept but it is one that is still relevant to consumers and companies alike as concern for the environment continues to grow. This particular study looks at a relatively new frontier for green marketing in how it appears on social media by testing brand perception and purchase intent of an environmentally conscientious social media post by a consumer …

Sustainability In Business: A Study On Marketers' Attitudes Towards Sustainable Practices In The B2b Environment, Natarajan Arunachalam

Theses

Green marketing has an important role to play in supporting sustainable development. Marketers have a vital responsibility to communicate on relevant products and services, creating awareness on environmental issues among consumers. They could also play a role in promoting sustainable consumption. However, previous research has also suggested that, as yet, green marketing and indeed marketing’s broader influence on attitudes towards sustainability, are yet to be fully mobilised. Considering the important role of marketers in achieving sustainable development, this research focuses on marketers and studying what the attitude of marketers regarding sustainability and green marketing actually is. Additionally, given the extensive …

Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna

Atlantic Marketing Journal

Abstract: Opinion polls consistently show large majorities of Americans supporting efforts to protect and improve the planet’s ability to sustain life. However, when it comes to environmentally preferable products, firms attract relatively small shares compared with conventional products. The present study examined the effect intentions (Verbal Commitment – VC) , emotions (Affect – Aff) and two moderators (Perceived Consumer Effectiveness – a PCE and Faith in Others – FIO) have on purchase (Actual Commitment – AC) of environmentally preferable products. Support was found for a direct influence of intentions aided by emotions – affect (Aff) – on AC, purchasing of …

The Effectiveness Of Various Green Print Advertising Strategies For Budget And Luxury Hotel Segments, Safak Sahin

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study aims to broaden knowledge about the effectiveness of the green (environmentally responsible) print advertising in the context of hotel industry. The development of green advertising and relevant studies in general marketing literature is discussed. After the gap of research in hospitality field is highlighted, the current study is introduced. Five by two between subjects experimental design is developed to understand if green advertisements perform better than non-green ones, and whether hotel segment (budget versus luxury) influences the effectiveness. Another goal of the study is to identify the best strategy or medium (text, logos, visual images, or a combination …

A Green Marketing Guideline For The Cruise Industry In North America, Xi Guo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this professional paper is to develop a guideline of green marketing strategies for cruise managers in North America.

Statement of objectives: This paper will develop a customer relationship model according to the literature review of customer behavior and customer relationships in the hospitality industry. Meanwhile, the characteristics of green customers and the most popular green practices in the hotel and restaurant industry, and current sustainable achievements in the cruise industry will be investigated respectively. The green marketing guideline will be explored basing on the customer relationship model and the investigations of green customers and green practices …

Marketing Analysis For Bonk Knob Shoals Located In Van Buren County, Tennessee, Lillian Lee Ehrmann

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to provide Alfred Crabtree, owner of Bonk Knob Shoals, with a marketing plan. Bonk Knob Shoals will be an upscale campsite nearby Spencer, TN in Van Buren County.

Statement of Objective: Bonk Knob Shoals is currently under development and the owner wants to gain insight to LOHAS tourists, so he can create a suitable business plan to attract people in that niche market. Marketing is a huge component of the business plan because Crabtree believes a significant amount of resources will be needed to increase tourism awareness of the upscale campsite, …

Consumer Effects Of Environmental Impact In Product Labeling, Norm Borin, Douglas C. Cerf, R. Krishnan

Marketing

Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts.

Design/methodology/approach – Multiple product categories and messages that varied from strongly negative to strongly positive were used to test whether the accuracy/completeness of the information changes consumers’ view of green products.

Findings – The results show that consumer perception of product quality, value, and purchase intentions does not differ significantly between products with positive environmental messages and those without any message. Products …

Effects Of Restaurant Green Practices: Which Practices Are Important And Effective?, Eunha Jeong, Soocheong Jang

Caesars Hospitality Research Summit

As customers’ ecological concern is steadily increasing, demand for products and services designed to be less harmful to the environment has augmented. By executing green practices, many business owners believe the image of their companies can be improved. Furthermore, the improved image may eventually motivate the customers to use products or services offered by the green company. The restaurant industry is witnessing the green movement as well. Restaurant owners adopt green practices to their properties with the purpose of creating a distinctive image that can differentiate them from their competitors. Therefore, restaurateurs strive to get this competitive advantage by introducing …

Green Brand Extension Strategy And Online Communities, Heikki Karjaluoto, Patrali Chatterjee

Department of Marketing Faculty Scholarship and Creative Works

Purpose The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact. Design-methodology-approach The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings Results suggest that consumers are more likely to purchase …

A Choice Model Approach To Business And Leisure Traveler's Preferences For Green Hotel Attributes, Michelle Millar

UNLV Theses, Dissertations, Professional Papers, and Capstones

There has been an increase in environmental concern by travelers in the United States (U. S.). As a result, hospitality companies are taking note and have begun to incorporate environmentally friendly or green practices into their operations. What remains relatively unclear, though, is if the increase in environmental consciousness has translated into a demand for environmentally friendly tourism products, such as hotels. There are a few studies related to the demand for environmentally friendly hotel attributes, but none of them have looked at a bundle of environmentally friendly attributes and how customers would react to a hotel room incorporating not …

Hotel Guests’ Preferences For Green Hotel Attributes, Michelle Millar, Seyhmus Baloglu

Hospitality Management

The primary purpose of this study was to identify a list of green attributes guests would prefer to have in the guest room of a hotel. Using results from a mixture of qualitative and quantitative questions in a survey of attendees of a hotel developer’s conference, a list is presented. The green attributes include such items as recycling bins in the guest room, and energy saving lighting. Some attributes, however, such as refillable soap and shampoo dispensers, were not received favorably. Future environmental challenges the industry will face, along with defining a green hotel, are also presented.

An Analysis Of The Environmental Content Of Las Vegas Strip Hotels, Andrew M. Levey

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examines the environmental content of hotel properties websites. The central question of this study is whether Las Vegas Strip properties have gone green, or plan to go green. Thus, the purpose of this paper is to examine the frequency of the environmental content of twenty-three Las Vegas Strip hotels’ websites as well as five upcoming hotel projects and one hotel expansion project on the Strip. The twenty-eight hotels are all located along Las Vegas Boulevard, also known as the Strip. All properties examined have over two thousand rooms each. The goal is to determine how prevalent and important …

친환경제품구매 결정요인들에 관한 모델, Yeon Shin Kim

Asia Marketing Journal

No abstract provided.