Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy

Shrum, L. J.; McCarty, John A.; Lowrey, Tina M.

doi:10.1080/00913367.1995.10673477

Cited by 515 publications

(374 citation statements)

References 8 publications

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“…In addition, Bhattacharya and Sen (2004) note that consumers will not respond positively to CSR activities if they have concern that the investment in socially responsible initiatives has detracted from the ability of a firm to produce quality products. Also, Shrum et al (1995) find that the product's performance is more important than a pro-environmental label when predicting purchase intent. Similarly, participants felt that when purchasing gifts for others, in some instances, socially responsible gifts were not perceived as credible options.…”

Section: Perceived Credibility Of Csr-related Giftsmentioning

confidence: 99%

Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving

2014

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Previous research demonstrates that consumers support firms' CSR activities, and increasingly demand socially responsible products and services. However, an implicit assumption in the extant literature is that the purchaser and the consumer of the product are the same person. The current research focuses on a unique form of socially responsible consumption behavior: giftgiving. Through thirty depth consumer interviews, we develop a typology of consumers based on whether consumers integrate CSR-related information into purchases, and whether the purchases are for themselves or for others (i.e., gifts). We find that in some instances, consumers actively avoid purchasing products from socially responsible organizations and do so with the intention of managing their impressions with the gift recipient. This is counter to previous research that suggests consumers often choose to make socially responsible consumption decisions in efforts to satisfy self-presentation concerns. In addition, the decision to engage in socially responsible consumption for oneself but not for others was motivated by a variety of factors including the role of the recipient and a concern over the credibility of socially responsible gifts. Finally, some participants who do not incorporate CSR into their own personal consumption chose gifts based on a variety of CSR activities in an effort to build awareness for socially responsible organizations.

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Section: Perceived Credibility Of Csr-related Giftsmentioning

confidence: 99%

Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving

2014

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“…As argued by Shrum et al (1995) and others, green consumerism varies significantly by age, education, and gender; therefore, student samples lack population validity. Thus, a quota sample was obtained from Austrian consumers ages 16-88 for a survey conducted from December 2012 to February 2013.…”

Section: Participantsmentioning

confidence: 99%

“…Roberts, 1996). A third definition of highly involved green consumers relies on their self-reported green purchase behaviour (Chang, 2011;Mohr et al, 1998;Shrum et al, 1995). These three dimensions of environmental involvement are related but have different antecedents and outcomes.…”

Section: Environmental Involvementmentioning

confidence: 99%

“…Grimmer & Woolley, 2014;Hartmann et al, 2005;Schuhwerk & Lefkoff-Hagius, 1995;Searles, 2010;Spack, Board, Crighton, Kostka, & Ivory, 2012). Green consumerism, however, significantly varies by age, education, and gender (Atkinson & Kim, 2015;Roberts, 1996;Shrum, McCarty, & Lowrey, 1995), so student samples lack population validity and are of limited use when investigating the effects of green advertisements.…”

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confidence: 99%

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The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

Schmuck

Matthes

Naderer

et al. 2017

Environmental Communication

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“…not just electricity) start appearing regularly during the mid-1990s. These studies -for example, Shrum et al (1995) and Mainieri et al (1997) -tend to start with an assumed relationship between environmental attitudes and green purchasing behaviour, but also explore broader demographic aspects, with their approaches and findings arguably laying some important foundations for future studies. In summary, it is clear that the existing green tariff research is based on similar assumptions, theoretical foundations and practical methodologies applied within research into green consumerism more broadly.…”

Section: Previous Framework Models and Approachesmentioning

confidence: 99%

Determinants of green electricity tariff uptake in the UK

MacPherson

Lange

2013

Energy Policy

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A number of countries offer domestic consumers the option of buying their electricity supply through a 'green tariff', whereby the supplier typically guarantees that all or part of the supply has been generated using renewable energy sources. Various studies have sought to identify variables describing and/or predicting why domestic consumers choose to purchase a green tariff. This study builds on previous work by reviewing the UK market in particular. Using data from the Understanding Society Survey (USS), a number of variables were tested for their predictive power. This included variables identified as statistically significant within other studies, and variables that -to the authors' knowledge -have not been tested through other work. Results find that individuals in the highest income quartile, those with higher qualifications, those supporting the Green political party, those exhibiting strong environmental behaviour and those households not in receipt of winter fuel payments were all more likely to have purchased green tariffs. Significant to a lesser degree were strong environmental attitudes and those households with some form of renewable energy technology installed. JEL Codes: Q4, Q5, H4, L94

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Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy

Cited by 515 publications

References 8 publications

Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving

Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving

The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

Determinants of green electricity tariff uptake in the UK

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