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Product Modification Strategies Used by Food Companies for Fast Entry into New Geographic Segments Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Forty Shades of Green towards a Classification of Consumer Greenness

Authors : C. A. Davies, A. J. Titterington, A. C. Cochrane, M. E. Cowan

Published in: Proceedings of the 1993 World Marketing Congress

Publisher: Springer International Publishing

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This paper reviews previous market research into green consumer behaviour in the United Kingdom. A series of longitudinal studies into purchasing patterns for environmentally friendly products in Northern Ireland is presented. By means of these studies the breadth and depth of commitment of the green consumer is identified. It is our opinion that this provides a more accurate classification of the green consumer in the United Kingdom than has been compiled before.

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Metadata
Title
Forty Shades of Green towards a Classification of Consumer Greenness
Authors
C. A. Davies
A. J. Titterington
A. C. Cochrane
M. E. Cowan
Copyright Year
2015
Book
Proceedings of the 1993 World Marketing Congress

Print ISBN: 978-3-319-17322-1

Electronic ISBN: 978-3-319-17323-8

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17323-8_102