Understanding Consumer Preferences Across Environmental Marketing Mix Variations

Author:

Michael Byrne
PhD Candidate
School of Management
University of Newcastle

ABSTRACT:

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

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