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Exploring consumers’ readiness to be green in an emerging market
Citation
Arli, D and Tan, LP and Tjiptono, F and Yang, L, Exploring consumers' readiness to be green in an emerging market, 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing: Conference Proceedings, 30 November - 2 December 2015, Sydney, NSW, pp. 1-7. ISSN 1441-3582 (2015) [Conference Extract]
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Abstract
Consumers’ awareness of green products has increased in the last few years but studies shows
that demands of green products have been stagnant. Thus, the purpose of this study is: (1) to
examine consumers’ green perceptions and readiness to be green across different
demographics profiles (i.e. age, gender, and religion), (2) to explore how consumers’ green
perceptions influence their readiness to be green and subsequently, how readiness to be green
impact consumers’ purchase intention of green products. A total of 710 survey responses
were collected in three universities, two major shopping malls and several housing areas in
Yogyakarta, Indonesia. The findings reveal that consumers’ green perceptions shape their
perception of how ready they are to be green but gender, age and religion also influence their
green perceptions. The study provides further insights into the discrepancy between
professed positive attitudes towards the environment and the slow uptake of green behaviour.
Item Details
Item Type: | Conference Extract |
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Keywords: | green consumption, sustainability, consumer perception, green marketing, environmentally friendly |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing not elsewhere classified |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Yang, L (Dr Lin Yang) |
ID Code: | 124070 |
Year Published: | 2015 |
Deposited By: | TSBE |
Deposited On: | 2018-02-07 |
Last Modified: | 2018-03-22 |
Downloads: | 0 |
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