Abstract
This study explores consumer perceptions in sustainable product markets, focusing on the relationships between price, brand, environmental attributes, and quality. Using Pearson correlation coefficients, the research highlights significant correlations such as 0.783 between price and brand, 0.826 between price and quality, and 0.775 between brand and quality, offering a quantitative basis for understanding these interplays. The study emphasizes the importance of pricing, brand communication, quality assurance, and environmental messaging in shaping consumer attitudes, advising businesses to adopt holistic marketing strategies aligned with environmental consciousness. Demographic analysis reveal a diverse gender distribution (43.9% female, 56.1% male, 0.6% undisclosed) and varied age groups, with 44.6% aged 25-34. Income levels spanned from $5,000 to over $21,000, and 30.1% held bachelor’s degrees, with 4.2% holding doctorates. Further correlation analysis shows strong links between price and green attributes (r = 0.733), and between brand and quality (r = 0.775), brand and green attributes (r = 0.743), and green attributes and quality (r = 0.676). These findings suggest that consumers associate higher prices and reputable brands with quality and environmental friendliness. Survey results reveal that 52.4% of respondents expressed concern about environmental issues, 71.7% believed in their individual impact on the environment, and 41.6% consistently engaged in green purchasing. Social pressure (38.6%) and green marketing (37.3%) were also key factors in decision-making. This study offers insights for businesses seeking to craft marketing strategies that appeal to environmentally conscious consumers.
Presenters
Nimoo Fletcher JuniorStudent, MSc Business Management, Nanjing University of Information Science and Technology, Jiangsu, China
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Consumer Perceptions, Market Segmentation, Green Consumption, Sustainable Products
