eCite Digital Repository

How do Consumers Perceive Green Products, Messages and Consumption Behaviour?


Tan, L and Johnstone, M-L and Yang, L, How do Consumers Perceive Green Products, Messages and Consumption Behaviour?, 2014 ANZMAC Annual Conference: Agents of Change: Proceedings, 1-3 December 2014, Brisbane, QLD, pp. 1343-1350. ISSN 1447-3275 (2014) [Conference Extract]

PDF (Page 1343-1350)
Pending copyright assessment - Request a copy


This study proposes that exploring consumers’ perceptions towards green consumption practices, green products, green consumers, and green communications may offer new insights into the green attitude-behaviour gap because at the heart of consumer perceptions are perceptual interpretations and perceptual judgements; and this is what shapes consumers’ attitudes and behaviours. A total of 510 survey responses were collected in Australia in September 2013 using online consumer panel. A green perception scale was developed based on the findings from an earlier qualitative study and literature review. The five dimensions include "product performance", "hard to be green", "green stigma", "green – do I feel responsible?" and "readiness to be green".

Item Details

Item Type:Conference Extract
Keywords:green perceptions, green consumption, 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:124100
Year Published:2014
Deposited By:TSBE
Deposited On:2018-02-08
Last Modified:2018-03-22

Repository Staff Only: item control page