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Are green brand buyers different? : an examination of green brand buyer profiles and purchasing behaviour /

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dc.contributor.authorWheeler, Meagan,
dc.contributor.schoolUniversity of South Australia Ehrenberg-Bass Institute for Marketing Science.
dc.contributor.schoolEhrenberg-Bass Institute for Marketing Science.
dc.date.issued2013
dc.description1 ethesis (408 pages) :
dc.descriptionillustrations (some colour)
dc.descriptionIncludes bibliographical references (pages 181-201)
dc.description.abstractThis 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.
dc.description.dissertationThesis (Masters by research(Marketing))--University of South Australia, 2013.
dc.identifier.urihttps://hdl.handle.net/1959.8/138856
dc.language.isoen
dc.provenanceCopyright 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/)
dc.subjectConsumer attitudes; Consumer behaviour; Green marketing
dc.subject.lcshBrand loyalty
dc.subject.lcshConsumer behavior
dc.subject.lcshConsumer goods
dc.subject.lcshCustomer loyalty
dc.subject.lcshGreen products
dc.titleAre green brand buyers different? : an examination of green brand buyer profiles and purchasing behaviour /
dc.typethesis
dcterms.accessRights506 0#$fstar $2Unrestricted online access
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ror.mmsid9915950169501831

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