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Determining the characteristics to profile the "green" consumer: an exploratory approach

  • Autores: Arminda Maria Finisterra do Paço, Mário Lino Barata Raposo
  • Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 5, Nº. 2, 2008 , págs. 129-140
  • Resumen
    • The concern with environmental degradation favoured the sprouting of a new segment of consumers: the green consumers. This type of consumer has been described as one who avoids products that are likely to endanger health, cause significant damage to the enviromnent during production, use or disposal, cause unnecessary waste, and use materials derived from threatened species or environments. As firms have recognised the strategic importanee of marketing in finding responses to these consumers' "environmental needs", the green marketing started to became a prominent field of study. This study investigated several variables related with the environmental aspects. The aim is to group an extensive list of variables into a set of relevant dimensions that may be useful to profile the green consumer. The implications of these frndings for the research of the green consumer characterisation are discussed.


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