Sustainability: Consumer Perceptions and Marketing Strategies
研究了78名消费者对40项可持续活动的感知，按努力程度和环境差异分类，帮助营销者理解消费者看法并制定策略。
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. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.