What Do People Really Think About the Green Consumer?
Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2011
Abstract
Given the prevalence of green products in today’s society, it is imperative that companies marketing these products understand how to reach potential consumers. Based on self-congruity theory, this research provides insights for marketers of green products via a replication of the famous Haire (1950) study. The study attempts to tap into consumer's true perceptions of "going green". Implications, limitations, and future research opportunities are also discussed.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Andrews, Melinda and Foster, Jamye, "What Do People Really Think About the Green Consumer?" (2011). Association of Marketing Theory and Practice Proceedings 2011. 9.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2011/9
