Association of Marketing Theory and Practice Proceedings 2011
 

Title

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

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