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Consumer Perceptions of Eco-friendly and Sustainable Terms

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  • Campbell, Benjamin
  • Khachatryan, Hayk
  • Behe, Bridget
  • Dennis, Jennifer
  • Hall, Charles

Abstract

Common marketing strategies include emphasizing products’ “green” or environmentally friendly attributes and characteristics to appeal to a growing market of environmentally conscious consumers. While previous studies have used product labels such as “eco-friendly,” “environmentally friendly,” and “sustainable” to investigate consumer preferences, relatively little is known about how consumer perceptions as a pre-decision mechanism impact their preferences and choice behaviors. Using data collected through an online survey of U.S. and Canadian consumers, we investigate systematic differences in individuals’ perceptions of the terms “eco-friendly” and “sustainable.” Marketing implications for the food and green (i.e., greenhouse/nursery producers, suppliers, and retailers) industries are discussed.

Suggested Citation

  • Campbell, Benjamin & Khachatryan, Hayk & Behe, Bridget & Dennis, Jennifer & Hall, Charles, 2015. "Consumer Perceptions of Eco-friendly and Sustainable Terms," Agricultural and Resource Economics Review, Cambridge University Press, vol. 44(1), pages 21-34, April.
    • Handle: RePEc:cup:agrerw:v:44:y:2015:i:01:p:21-34_00
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    Cited by:

    1. Thomas Bausch & Tilman Schröder & Verena Tauber & Bernard Lane, 2021. "Sustainable Tourism: The Elephant in the Room," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    2. Hayk Khachatryan & Alicia Rihn & Ben Campbell & Bridget Behe & Charles Hall, 2018. "How do consumer perceptions of “local†production benefits influence their visual attention to state marketing programs?," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 390-406, March.
    3. Batat, Wided, 2020. "Pillars of sustainable food experiences in the luxury gastronomy sector: A qualitative exploration of Michelin-starred chefs’ motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Khachatryan, Hayk & Rihn, Alicia, . "Defining U. S. Consumers' (mis)perceptions of Pollinator Friendly Labels: An Exploratory Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(3).
    5. Sviatoslav Bespalov & Khrystyna Mitiushkina & Hennadii Chernichenko, 2021. "Ecological And Economic Development Dimensions Of The Countries With The Use Of Cluster Analysis Tools," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 3 Year 20, pages 42-57.
    6. Curtis, Kynda & Slocum, Susan, 2016. "The Potential Impacts of Green Certification Programs Focused on Food Waste Reduction on the Tourism Industry," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(01), pages 1-6, March.
    7. El Hana, Nadr & Kondrateva, Galina & Martin, Silvia, 2024. "Emission-smart advertising: Balancing performance with CO2 emissions in digital advertising," Technological Forecasting and Social Change, Elsevier, vol. 209(C).

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