Social and Behavioral Sciences Commons^™

Understanding Sustainability: An Examination Of Encoding And Decoding Of Promotion Materials For Green Consumers, Muriel Paige Cross

Undergraduate Honors Thesis Collection

Organic farming and foods, sustainable, No Impact Man, the "green movement," "localvore," The Ominvore's Dilemma, and socially and environmentally conscious are all ways to describe a growing subculture concerned with keeping the world a healthy and livable place because of lifestyle, ecological or ethical reasons. Consumers connect with this issue for various reasons ranging from the personal, such as seeking out healthy options, to the social, such as environmentalism and sustainability. Marketers have embraced these consumers as a profitable market segment, as illustrated by the increasing number of organic brands and products in the market today. Three-fourths of U.S. consumers …