Are green brand buyers different? : an examination of green brand buyer profiles and purchasing behaviour /
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(Published version)
Date
2013
Authors
Wheeler, Meagan,
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Type:
thesis
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Abstract
This thesis empirically examines green brand buyer profiles and purchasing behaviour. It does so by analysing actual purchase behaviour across twenty-three datasets, spanning eight years and five fast moving consumer goods categories. The findings show that that green brand buyers generally have the same socio-demographic profiles as non-green brand buyers, and attract the same or lower levels of loyalty as non-green brands. In three out of five categories, the findings suggest that the competition between individual green brands is higher than the level of competition between non-green brands of the same market share size. Therefore, the green attribute acts as a hygiene factor in these categories. Overall the results conclude that green brands are purchased in the same manner as non-green brands, unlike the green literature has previously suggested.
School/Discipline
University of South Australia Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Dissertation Note
Thesis (Masters by research(Marketing))--University of South Australia, 2013.
Provenance
Copyright 2013 Meagan Wheeler. This work is made available under the Creative Commons Attribution-NonCommercial-NoDerivs Australia 3.0 licence (http://creativecommons.org/licenses/by-nc-nd/3.0/au/)
Description
1 ethesis (408 pages) :
illustrations (some colour)
Includes bibliographical references (pages 181-201)
illustrations (some colour)
Includes bibliographical references (pages 181-201)
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506 0#$fstar $2Unrestricted online access