Association of Marketing Theory and Practice Proceedings 2011


What Do People Really Think About the Green Consumer?

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



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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