Ecolabel programmes: a stakeholder (consumer) perspective

Clare D'Souza (Department of Accounting and Management, La Trobe University, Bundoora, Australia)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 1 September 2004


The growing global public concern for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental labels. It suggests that accuracy in label information is relevant so as to allow consumers to make an informed choice. This paper proposes that consumers can be grouped using a matrix of four different environmental positions. The results of these grouping are more likely to provide an effective profile of a green consumer, enabling marketers to segment and target these groups based on a clear understanding of consumer behaviour.



D'Souza, C. (2004), "Ecolabel programmes: a stakeholder (consumer) perspective", Corporate Communications: An International Journal, Vol. 9 No. 3, pp. 179-188.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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