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From thinking green to buying green: consumer motivation makes the difference

Marla B. Royne (Department and Jeff Thieme is Associate Professor of Marketing at Department of Marketing and Supply Chain Management, University of Memphis, Memphis, Tennessee, USA)
Jeff Thieme (Department and Jeff Thieme is Associate Professor of Marketing at Department of Marketing and Supply Chain Management, University of Memphis, Memphis, Tennessee, USA)
Marian Levy (School of Public Health, University of Memphis, Memphis, Tennessee, USA)
Jared Oakley (International Business and Marketing, California Polytechnic University, Pomona, California, USA)
Laura Alderson (Department of Management, University of Memphis, Memphis, Tennessee, USA)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 16 May 2016

3948

Abstract

Purpose

The purpose of this paper is to discuss the need for appropriate green marketing communication strategies to close the gap between consumers’ strong environmental concerns and weak engagement in sustainable behaviors. In doing so, our overarching goal is to provide new direction for creating targeted marketing communication strategies that will more effectively motivate consumer purchasing of green products and services.

Design/methodology/approach

The authors use a survey approach to collect data and regression analysis to test our hypotheses.

Findings

The findings suggest that demographic variables (gender, ethnicity and age) as well as concern for waste, concern for health and concern for environmental technology influence five different categories of sustainable behaviors.

Research limitations/implications

The results suggest that future studies should consider multiple dimensions of environmental concern because each dimension has a different impact on sustainable behaviors.

Practical implications

The findings contribute to the continued development of a green consumer profile and highlight the need for marketers to carefully select appropriate dimensions of environmental concern to emphasize in their communication strategies. Results also reinforce the need to consider demographics in targeted communications.

Originality/value

This study considers the impact of different dimensions of environmental concern and demographic variables on different types of sustainable behaviors.

Keywords

Citation

Royne, M.B., Thieme, J., Levy, M., Oakley, J. and Alderson, L. (2016), "From thinking green to buying green: consumer motivation makes the difference", Journal of Business Strategy, Vol. 37 No. 3, pp. 37-43. https://doi.org/10.1108/JBS-12-2014-0151

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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