So you want to go green? A guide to the green consumer market segment

Graduation Date

2014

Document Type

Project

Program

Other

Program

Project (M.B.A.)--Humboldt State University, Business Administration, 2014

Committee Chair Name

Carol Telesky

Committee Chair Affiliation

HSU Faculty or Staff

Keywords

Purchase intention, Green consumers, Green conumer markets, Psychographics, Humboldt State University -- Projects -- Business

Abstract

This paper serves as a guide for organizations interested in appealing to the green consumer market. A green consumer is defined as one that is sympathetic to social and environmental causes. The green consumer often purchases products that align with her values, but this is not a requirement for a consumer to be classified as a member of the green consumer market segment. Traditional demographics measures, such as age, income, education and gender are examined for patterns. Further, the paper introduces psychographics. Psychographics provide insight into the values, attitudes and lifestyle factors that influence purchase intention. This paper also describes actionable steps that organizations can take to begin their journey toward sustainability.

https://scholarworks.calstate.edu/concern/theses/2801pj78d

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