The Effect of Ecological Concern on Brand Perceptions

Kinnear, T. C., & Taylor, J. R. (1973). The effect of ecological concern on brand perceptions. Journal of Marketing Research, 10, 2, 191-197.

Examined the relationship between the amount of concern for the ecology and buyers' perceptions of detergent brands. The data were collected by means of a mail questionnaire sent to 698 members of the Canadian Family Opinion-University of Western Ontario Consumer Panel. Usable questionnaires were returned by 500 members (72%) of the panel. Results show that the level of ecological concern among buyers of laundry products had a marked effect on their brand perceptions. (26 ref)

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