Ecolabel programmes: a stakeholder (consumer) perspective
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 September 2004
Abstract
The growing global public concern for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental labels. It suggests that accuracy in label information is relevant so as to allow consumers to make an informed choice. This paper proposes that consumers can be grouped using a matrix of four different environmental positions. The results of these grouping are more likely to provide an effective profile of a green consumer, enabling marketers to segment and target these groups based on a clear understanding of consumer behaviour.
Keywords
Citation
D'Souza, C. (2004), "Ecolabel programmes: a stakeholder (consumer) perspective", Corporate Communications: An International Journal, Vol. 9 No. 3, pp. 179-188. https://doi.org/10.1108/13563280410551105
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited