Green decisions: demographics and consumer understanding of environmental labels
Abstract
This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers' understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.
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A positive attitude often influences purchase intention, but only indirectly translates into green purchasing behaviour.
“A positive ATT often influences the PI, but it only indirectly translates into green purchasing behaviour”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as D'Souza et al. (2007)
Many psychological-socio-economic factors determine green purchase behaviour.
“many other psychological-socio-economic factors determine the target behaviour”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as D'Souza et al. (2007)
Cites
Targeting consumers who are willing to pay more for environmentally friendly products
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Environmental segmentation alternatives: a look at green consumer behavior in the new millennium
Straughan, R. D., & Roberts, J. A. (1999) · Journal of Consumer Marketing · doi:10.1108/07363769910297506 · Cited by 1,611 · see citing works
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Atkinson, L., & Rosenthal, S. (2014) · Journal of Advertising · doi:10.1080/00913367.2013.834803 · Cited by 620 · see citing works
Willingness to pay more for green products: A critical challenge for Gen Z
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Which are the determinants of green purchase behaviour? A study of Italian consumers
Dangelico, R. M., Nonino, F., & Pompei, A. (2021) · Business Strategy and the Environment · doi:10.1002/bse.2766 · Cited by 172 · see citing works
Atkinson, L. (2013) · International Journal of Consumer Studies · doi:10.1111/ijcs.12025 · Cited by 109 · see citing works
Addressing food waste: How to position upcycled foods to different generations
Zhang, J., Ye, H., Bhatt, S., Jeong, H., Deutsch, J., Ayaz, H., & Suri, R. (2021) · Journal of Consumer Behaviour · doi:10.1002/cb.1844 · Cited by 101 · see citing works
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Green Skepticism: Review and Research Agenda
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“Generally, green products are these that have low environmental impact or are safe for the environment (Albino et al., 2009; D’Souza et al., 2007; Joshi & Rahman, 2015; Ottman et al., 2006).”
BackgroundSzaban, M. (2023) · Argumenta Oeconomica · doi:10.15611/aoe.2023.2.12 · Cited by 6 · see citing works
- Authors
- D’Souza, C., Taghian, M., Lamb, P., & Peretiatko, R.
- Affiliations
- La Trobe University (AU)
- Deakin University (AU)
- Corresponding author
- D’Souza, Clare
- Venue
- International Journal of Consumer Studies
- Publisher
- Wiley
- Published
- 2006-11-27
- Volume
- 31
- Issue
- 4
- Pages
- 371-376
- ISSN
- 1470-6423 (ISSN-L)
- 1470-6431
- OpenAlex
- W2006920714
- Cited by
- 509
- References
- 2
- Citations by year
- 2026: 9 · 2025: 24 · 2024: 26 · 2023: 42 · 2022: 36 · 2021: 46 · 2020: 38 · 2019: 35 · 2018: 18 · 2017: 37 · 2016: 26 · 2015: 32 · 2014: 41 · 2013: 23 · 2012: 32
- FWCI
- 15.18
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Consumer Studies (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Keywords
- environmental labelling, green consumers, consumer attitudes, label accuracy, label credibility, demographic differences, green products, customer satisfaction
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