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?:abstract
  • One of the most apparent marketing issues that have emerged during the last years is that of environmental concern. It has led to the phenomenon of a new kind of consumer, the so-called “green consumer”, (the one that shows pro-environmental purchasing behavior). Therefore there has been a rise in the availability of consumer products which attempt to reduce detrimental environmental impacts and today’s supermarket shelves are filled with environmentally friendly products in the developed countries. Marketers are faced with a population professing increased environmental concern and a desire to buy green products from green companies, even if it means paying a higher price. In order to target the green consumer, researchers have usually used either demographic issues or the assumption that those who are most concerned and knowledgeable about the environment or those who use to fulfill environmental behaviors will be most likely to make green purchases. The vast majority of relevant literature is American and “European academic research in this area has been relatively sparse”1 (Schlegelmilch et al., 1994, p. 348). In this context, there may be certain country-specific factors, such as cultural differences, levels and types of pollution, environmental legislation and the availability of green products that will affect green consumers. As far as we know, there is no research comparing consumers’ willingness to pay a higher price for environmental products from different cultures or countries. Our objective in this study was twofold: 1. to describe the European consumers who are likely to pay more for green products, and 2. to identify country differences across European Union. (xsd:string)
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  • (Eurobarometer) (xsd:string)
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  • Eurobarometer-Bibliography (xsd:string)
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  • 2002 (xsd:gyear)
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  • 2002 (xsd:gyear)
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  • Consumers’ Willingness to Pay More for Environmentally Friendly Products Across Europe (xsd:string)
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  • inproceedings (xsd:string)
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  • Multicultural Marketing Conference, Academy of Marketing Science, 26- 28 June 2002, Valencia, Spain (xsd:string)
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  • In Multicultural Marketing Conference, Academy of Marketing Science, 26- 28 June 2002, Valencia, Spain, 2002 (xsd:string)
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  • EB - Standard and Special Eurobarometer (xsd:string)
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  • 2002 (xsd:string)
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