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.
Recommended Citation
Shirazi, Alister, "So you want to go green? A guide to the green consumer market segment" (2014). Cal Poly Humboldt theses and projects. 2079.
https://digitalcommons.humboldt.edu/etd/2079
https://scholarworks.calstate.edu/concern/theses/2801pj78d