1 / 6

Green Consumer Behavior & Green Lifestyle Development

Green Consumer Behavior & Green Lifestyle Development. John Berggren. Introduction to the Green Economy. Real impact on the environment. What is the environmentally conscious consumer? Drive a hybrid vehicle, shop locally, or wears eco-fashions. Self-identity

cedric
Download Presentation

Green Consumer Behavior & Green Lifestyle Development

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Green Consumer Behavior & Green Lifestyle Development John Berggren

  2. Introduction to the Green Economy • Real impact on the environment. • What is the environmentally conscious consumer? • Drive a hybrid vehicle, shop locally, or wears eco-fashions. • Self-identity • Marketed exaggerations and misleading information.

  3. Literature Review • Consumer Behavior Regarding Green Products • Changed our buying process, eco-consciousness, and willingness to pay premiums. • Dirty producers that make green products. • The commercialized green product is only available to the wealthy. • Developing a Green Lifestyle • Prius Effect • Lifecycle of a Product • Manufacturing, selling, utilizing, and disposing. • Eco-fashion

  4. Content Analysis • Consumer Report, Esquire, The Advocate, Rolling Stone, The Torque Report, Time, and Motive Magazine. • Prius Effect • Camry Hybrid • Rolling Stone • Time

  5. Interviews • Two Students and a sales associate from Toyota. • Perceptions, involvement, and opinions. • Expose misconceptions and record if their opinions change. • Part A • Asked about personal green consumerism. • Type of car, types of clothes, etc. • Part B • Prius Ad vs. Honda Ad with econ button.

  6. Findings • Didn’t know Hybrid batteries were not eco-friendly. • Content Analysis • 55.5% were portrayed as being eco-friendly. • 57% didn’t list gas mileage. • Interviews • Prius branding is extremely successful. • Opinions changed for students after part A.

More Related