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Essay / Research Paper Abstract
Three Studies on Consumer Behavior: Green Buying: A seven-page paper comparing three research articles on consumer behavior. In particular, the three articles deal with 'green buying,' and detail the techniques used to increase consumer awareness of environmental issues, differences in environmental awareness between various groups, and how that awareness translates into consumer purchasing action. Lists three sources. 99buygr.wps
Page Count:
7 pages (~225 words per page)
File: KE9_99buygr.rtf
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Unformatted sample text from the term paper:
quest to understand how and why consumers make the decisions they make in regard to buying and donation, and how they might be induced to change them, has occupied American
industry almost single-mindedly since the 1940s. One of the latest subjects in consumer research is the phenomenon of "green buying," or the propensity of consumers to purchase products and services,
or to donate to causes, which help the environment, or which at least damage it less. Companies want to know to what extent consumers base their buying decisions on the
perceived environmental friendliness of their products/services, and how they can appeal to this newfound desire in the buying public. In this paper, we will examine three research articles from professional
journals which deal with different aspects of "green buying:" the effect of positive versus negative appeals on consumer response; the role played by race in environmental consciousness; and an examination
of general consumer attitude toward environmentally conscious buying. Obermiller, et.al (1995) examine the "sick baby/well baby" debate in relation to appeals to environmental action. Drastic appeals warning of dire consequences
for ourselves and our progeny (the "sick baby" approach) have been popular with agencies and organizations attempting to convince the public to behave in an environmentally friendly manner. This has
had the desired result, but there appears to be a saturation point (Obermiller, et al., 1995). After consumer awareness has been raised to a certain level, the "sick baby" approach
no longer seems satisfactory. Therefore, an alternative "well baby" approach, in which the positive effects of individual consumer actions on the environment are stressed, has been suggested. The authors
conducted two separate studies to test consumer reaction to the two approaches. The first study dealt with water and energy conservation. These two were chosen because there was a drought
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