Understanding Consumer Preferences Across Environmental Marketing Mix Variations


Michael Byrne
PhD Candidate
School of Management
University of Newcastle


This study represents the beginning of a research endeavour designed to model consumer preferences for varying environmental marketing mixes. It encompasses previous literature in the field, identifies the lack of overall cohesion, and proposes a research design that takes multiple potential variables into account in an effort to provide a valid mix preference model. This model will be of value to consumers, businesses, public policy makers, NGOs and other stakeholders by facilitating mutual understanding of the strategic indications of an environmental marketing mix.

Full Text: understanding-consumer-preferences-across-environmental-marketing-mix-variation2

About alhusna

an ordinary woman
This entry was posted in Marketing management. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s