Tan, LP and Johnstone, M-L and Yang, L, Barriers to green consumption behaviours: The roles of consumers' green perceptions, Australasian Marketing Journal, 24, (4) pp. 288-299. ISSN 1441-3582 (2016) [Refereed Article]
© 2016 Australian and New Zealand Marketing Academy.
The purpose of this study is to explore the concept of consumers' green perceptions (CGPs) which encompasses consumers' current perceptions of green products, green consumers, green consumption practices, and green marketing communications. We hypothesise that CGPs may influence their consumption behaviour and how ready they are to be green. Focus groups were used to explore the concept of CGPs. Stage Two involved two surveys in Australia and New Zealand to test and corroborate the themes that were identified in the exploratory study.
We identified five dimensions underpinning CGPs. These include "product perception", "hard to be green", "green stigma", "perceived sense of responsibility" and "readiness to be green". This paper presents the findings from both studies, provides empirical insights into Australian and New Zealand consumers' green perceptions and demonstrates the explanatory power of CGPs in predicting green consumption behaviour, in particular their likelihood to purchase green household products.
|Item Type:||Refereed Article|
|Keywords:||green consumption, sustainability, consumer perception, green marketing, environmentally friendly|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing not elsewhere classified|
|Objective Division:||Expanding Knowledge|
|Objective Group:||Expanding Knowledge|
|Objective Field:||Expanding Knowledge in Commerce, Management, Tourism and Services|
|Author:||Yang, L (Dr Lin Yang)|
|Web of Science® Times Cited:||8|
|Deposited By:||Tasmanian School of Business and Economics|
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