Green segmentation and environmental certification: insights from forest products
| Autor: | Roy C. Anderson, Eric Hansen, Lynn R. Kahle, Derek W. Thompson |
|---|---|
| Rok vydání: | 2009 |
| Předmět: |
Strategy and Management
Forest product Geography Planning and Development Context (language use) Environmental certification Advertising Certification Management Monitoring Policy and Law Product (business) Green marketing Business Business and International Management Ecolabel Marketing Psychographic |
| Zdroj: | Business Strategy and the Environment. |
| ISSN: | 1099-0836 0964-4733 |
| DOI: | 10.1002/bse.647 |
| Popis: | Firms engage in environmental marketing in order to appeal to environmentally conscious consumers. Within the context of the forest product industry, this research uses data from two studies to empirically test whether a relationship exists between demographic/psychographic characteristics and reported environmentally conscious intentions. In both studies, the results indicate that the environmental marketing of certified/ecolabeled forest products appeals to a segment of environmentally conscious consumers. This appeal occurs for both a value-added product (furniture) and a non-value-added product (plywood). Thus, there is support for the argument that environmental marketing to environmentally conscious consumers can result in ‘green segmentation’. Key findings from this study suggest that those consumers reporting the strongest preferences for environmentally certified forest products were more willing to pay a premium for certified products, more likely to display environmentally conscious behavior and more likely to perceive that green consumer purchases effectively benefit the environment. These characteristics were most common among females and those familiar with the concept of environmental certification. Copyright © 2009 John Wiley & Sons, Ltd and EPR Environment. |
| Databáze: | OpenAIRE |
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