文章基本信息

标题：Consumers’ Behavior toward Green Products: A Signalling Theory Approach
本地全文：下载
作者：Rosamartina Schena ; Giulia Netti ; Angeloantonio Russo 等
期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2015
卷号：6
期号：6
页码：p44
DOI：10.5430/ijba.v6n6p44
语种：English
出版社：Sciedu Press
摘要：Marketing is changing over time, giving value not only to customer satisfaction but also to environmental heritage, for a sustainable economy. The importance of the natural environment related to marketing brought many academics and professionals to define green marketing, although today there is nota unique definition. Relaying on the signaling theory, this study aims at investigating the relationship between the signals, which are changeable factors and activities conveying information to individuals in order to bridge the gap, and the consumers’ attitude as a feedback to these signals. Results shown that firms already making green products and/or green production processes to continue along this path and continue innovation. Conversely, firms that still do not understand the change of course of society and the future changes in consumers’ purchasing behavior, should divert their forces and their expertise in this direction.
其他摘要：Marketing is changing over time, giving value not only to customer satisfaction but also to environmental heritage, for a sustainable economy. The importance of the natural environment related to marketing brought many academics and professionals to define green marketing, although today there is nota unique definition. Relaying on the signaling theory, this study aims at investigating the relationship between the signals, which are changeable factors and activities conveying information to individuals in order to bridge the gap, and the consumers’ attitude as a feedback to these signals. Results shown that firms already making green products and/or green production processes to continue along this path and continue innovation. Conversely, firms that still do not understand the change of course of society and the future changes in consumers’ purchasing behavior, should divert their forces and their expertise in this direction.