Buyer Characteristics of the Green Consumer and their Implications for Advertising Strategy. Special Issue: Green Advertising
Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer characteristics of the green consumer and their implications for advertising strategy. Special Issue: Green advertising. Journal of Advertising, 24, 2, 71-82.
Determined the extent to which particular consumer attitudes and beliefs are related to interest in purchasing environmentally safe products. Data from 3,264 respondents to the DDB Needham Life Style Study were analyzed. Factor analysis and regression analysis were used to interpret the data. Results show that the green (environmental) consumer was an opinion leader and a careful shopper who sought information on products, including information on advertising. The results also suggest that the green consumer was skeptical of advertising. It was concluded that green consumers may be receptive to green marketing and advertising, but marketers should take care not to alienate them by using ambiguous or misleading messages.
