Attributes of Consumers most Likely to Use Goodguide.Com Sustainability Information about "Green" Household Products

This study investigates the attributes of consumers most likely to be influenced in a number of ways by the information provided by an online environmental infomediary (OEI) GoodGuide.com to advise consumers on the overall and specific sustainability attributes of personal care and household chemical and food products. Consumer attributes are characterized using the value-belief-norm theory and the New Environmental Paradigm (NEP) scale. An experimental treatment was applied to a sample of both undergraduate and graduate students at the Faculty of Business Administration, University of New Brunswick Fredericton, Canada, after which a survey was administered to the respondents. Data analysis using a series of logistic regressions was used in this study. Study results indicate the usefulness of both theoretical frameworks in understanding consumer predisposition to use OEI provided information and the potential of social networking and use of mobile devices and apps in facilitating access and use of green information.