There have been a whole lot of literary works reviews through the years on customers' behaviors to green products as well as green marketing caused by consumers' concern on environmental protection.
Using Hallin (1995) and McCarty and Shrum (2001), Lorache, Bergeron, and Barbaro-Forleo (2001) and Yam-Tang and Chan (1998), the analysis was carried out to test amongst New Zealand consumers' behavior towards getting green products.
This research was carried out on New Zealand's consumer as the has always been regarded as a " clean and greenвЂќ country as well as consumers were assumed with high environmental conscious.
Overview of the Materials
The writers begin with a brief review of materials that facilitates the ideas that customers' indication of positive frame of mind towards environmental issues will not necessarily lead to actual environmental friendly getting behavior (Laroche et ing., 2002).
This exploration provided assumptive and managerial implication. Assumptive implication is to add support to prior research which usually showed that consumers are concerned with the environment, but not necessarily prepared to look for or purchase green products (Foster, 1989: Wasik 1992). In terms of managerial implication, it gives you indication to marketers on targeted individuals who purchase green products.
This analysis also recognized factors that discriminate between those who purchase green companies those who may.
The authors point out the gaps in existing literary works. They pointed out that most research have dedicated to general environmental behavior. Therefore , the experts suggest research on further consumers' getting behavior are carried out.
The writers conclude that their study provides a few important contribution to the green marketing theory for future research plan.
Method of the analysis
The creators state they used qualitative choice designs in analyzing participation in a variety of activities.
Info collection by mail surveys...