Green Think: How to Sell Sustainability Marketing, Relativity, and Environmental Sustainability

Persistent Link:
http://hdl.handle.net/10150/579048
Title:
Green Think: How to Sell Sustainability Marketing, Relativity, and Environmental Sustainability
Author:
Lane, Kristen Elizabeth
Issue Date:
2015
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
This study utilizes the relativity theory, from behavioral economics, to evaluate impact of a ‘decoy' product offering in a set of product choices on consumer evaluation and purchase intention of eco-friendly products. Product categories tested include multipurpose cleaners (low involvement decision), denim jeans (medium involvement), and vehicles (high involvement). 310 respondents were tested. The findings of this research indicate that the addition of a less-desirable "decoy" product offering has a positive effect on the overall evaluation and purchase intention of eco-friendly goods. Further, this research is unique in finding that the addition of a less-desirable "decoy" product offering also has a positive effect on certain evaluation components of equivalent-quality competitor products. This research provides a foundation to better market sustainably-produced goods at point-of-purchase displays (both virtual and physical), indicating that marketers can influence and increase consumer purchase of eco-friendly goods. Theoretically, this is a "triple bottom line" win: good for businesses (lower costs), consumers (safer products), and the environment (less waste and impact).
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona
Advisor:
Liu, Yong

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleGreen Think: How to Sell Sustainability Marketing, Relativity, and Environmental Sustainabilityen_US
dc.creatorLane, Kristen Elizabethen
dc.contributor.authorLane, Kristen Elizabethen
dc.date.issued2015en
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractThis study utilizes the relativity theory, from behavioral economics, to evaluate impact of a ‘decoy' product offering in a set of product choices on consumer evaluation and purchase intention of eco-friendly products. Product categories tested include multipurpose cleaners (low involvement decision), denim jeans (medium involvement), and vehicles (high involvement). 310 respondents were tested. The findings of this research indicate that the addition of a less-desirable "decoy" product offering has a positive effect on the overall evaluation and purchase intention of eco-friendly goods. Further, this research is unique in finding that the addition of a less-desirable "decoy" product offering also has a positive effect on certain evaluation components of equivalent-quality competitor products. This research provides a foundation to better market sustainably-produced goods at point-of-purchase displays (both virtual and physical), indicating that marketers can influence and increase consumer purchase of eco-friendly goods. Theoretically, this is a "triple bottom line" win: good for businesses (lower costs), consumers (safer products), and the environment (less waste and impact).en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.S.B.A.en
thesis.degree.levelbachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineMarketingen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorLiu, Yongen
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