AMTP Proceedings 2011
What Do People Really Think About the Green Consumer?
Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2011
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
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.
DOI
10.20429/amtp.2011.09
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). AMTP Proceedings 2011. 9.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2011/9
