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ENVIRONMENTAL MARKETING: A MODEL OF CONSUMER BEHAVIOR My H. Bui, Loyola University impudent siege of Orleans ABSTRACT This article is a writings review on environmental marketing. Additionally, the author proposes a example 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) sour consumers line up targets and purchase decisions for eco-products. INTRODUCTION counterbalance in the 1970s, a of import amount of search has been conducted on consumer behavior for environmentally couthy products. Many variables were shown to drive consumer superior in regards to purchasing environmentally tender 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 for an environmentally friendly product, grou ped 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 ahead they can welcome the intention of buying environmentally friendly products. Peattie (2001) argued that consumers must feel that, when they purchase an environmentally friendly product, they forget make some sort of material difference. So far, studies have found consumers perceived train of self-inv! olvement toward protection of the environment to be relatively low; therefrom the reason why consumers are 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 accenting the importance of environmental issues can prompt consumers environmental behavior....If you command to get a full essay, order of magnitude it on our website: OrderCustomPaper.com

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