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How do Consumers Perceive Green Products, Messages and Consumption Behaviour?
conference contributionposted on 2023-05-24, 17:19 authored by Tan, L, Johnstone, M-L, Lin YangLin Yang
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”.
Publication title2014 ANZMAC Annual Conference: Agents of Change: Proceedings
EditorsS Rundle-Thiele, K Kubacki and D Arli
Place of publicationAustralia
Event title2014 ANZMAC Annual Conference: Agents of Change
Event VenueBrisbane, QLD
Date of Event (Start Date)2014-12-01
Date of Event (End Date)2014-12-03