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ENVIRONMENTAL MARKETING: A MODEL OF CONSUMER BEHAVIOR My H. Bui, Loyola University vernal siege of Orleans ABSTRACT This article is a literature review on environmental marketing. Additionally, the author proposes a case and hypotheses of how input (i.e. look ons, beliefs/knowledge, call for & motivations, attitudes, and demographics) and intervening variables (i.e. eco-labels and consumer backlash) run consumers draw targets and purchase decisions for eco-products. INTRODUCTION counterbalance in the 1970s, a portentous amount of explore has been conducted on consumer behavior for environmentally genial products. Many variables were shown to drive consumer superior in regards to purchasing environmentally well-disposed products. These variables can be correct into values, beliefs/knowledge, needs & motivations, attitudes, and demographics. Moreover, a number of intervening variables instill consumers intention to pay more than for an environmentally friendly produc t, grouped into eco-labels and consumer backlash. This paper summarizes the results of past research and presents a model show the relationship between these variables and consumer purchases of environmentally friendly products. VARIABLES THAT DRIVE prize Values Values influence behavior (McCarty and Shrum 1994).

Consumers must value protecting the environment forrader they can brook the intention of buying environmentally friendly products. Peattie (2001) argued that consumers must feel that, when they purchase an environmentally friendly product, they entrust make some sort of material difference. So far, stud ies have found consumers perceived train of! self-involvement toward protection of the environment to be relatively low; therefrom the reason why consumers be less likely to use up in ecologically favorable behaviors (Wiener and Sukhdial 1990). As part of the solution, Bei and Simpsons (1995) study suggested that accent the importance of environmental issues can prompt consumers environmental behavior....If you compulsion to get a full essay, order of magnitude it on our website: OrderCustomPaper.com

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