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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 at-tributes 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 differ-ences 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, Northeastern Agricultural and Resource Economics Association, vol. 44(1), pages 1-14, April.
    • Handle: RePEc:ags:arerjl:200994
    DOI: 10.22004/ag.econ.200994
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    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, 2018. "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), February.
    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(1), pages 1-6, March.

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