Consumers' perceptions and attitudes towards firms' green marketing initiatives: How do they influence green consumption?

Pleming, Katrina Janelle (2016) Consumers' perceptions and attitudes towards firms' green marketing initiatives: How do they influence green consumption? Masters by Research thesis, Queensland University of Technology.


This thesis examines green marketing and green consumption behaviours addressing limited understandings about how consumers interpret their green consumption behaviour in their everyday lives; what motivates people to purchase green products, and what barriers exist to this behaviour. Findings reveal that enhancing green consumption through green marketing depends on consumers' enthusiasm to engage in green practices and green behavioural influences. The research supports the need for qualitative research to provide rich insights into relationships between consumer behaviour, green marketing and green consumption and builds a stronger knowledge foundation by introducing social practice theory into the marketing discipline.

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ID Code: 93575
Item Type: QUT Thesis (Masters by Research)
Supervisor: Andrews, Lynda & Gottlieb, Udo
Keywords: Green Marketing, Green Consumption, Green Consumption Practices, Consumer Behaviour, Social Practice Theory
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 20 Apr 2016 22:45
Last Modified: 20 Apr 2016 22:45

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