Identifying the green consumer: A segmentation study
نویسندگان
چکیده
منابع مشابه
A Study on the Relationship between Consumer Attitude, Perceived Value and Green Products
Marketing literature reveals that perceived value is always considered to be of paramount importance when consumers purchase a product. In order to form a positive attitude towards green products resulting from a higher perceived value, the products proclaimed as green should incorporate the worth which consumers value the most while purchasing. The present study investigates whether there is a...
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Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can b...
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ژورنال
عنوان ژورنال: Journal of Targeting, Measurement and Analysis for Marketing
سال: 2009
ISSN: 1479-1862
DOI: 10.1057/jt.2008.28