What Do People Really Think About the Green Consumer?
Marketing Research/ Demographics/ Consumer Behavior
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
Andrews, Melinda and Foster, Jamye, "What Do People Really Think About the Green Consumer?" (2011). Association of Marketing Theory and Practice Proceedings 2011. 9.