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A presente tese teve como objetivo identificar fatores que influenciam o comportamento de consumo ambientalmente mais favorável e, a partir desse processo, evidenciar subsídios às decisões de marketing social voltado para a adoção desse comportamento. Para atender a esse objetivo, buscou-se organizar o referencial teórico inicialmente com um entendimento sobre o relacionamento entre marketing societal e marketing social, passando pelas aplicações de marketing verde e de marketing de idéias. Na seqüência, esse referencial incorporou aspectos teóricos que envolvem o comportamento do consumidor, bem como estudos aplicados à verificação desse comportamento sob a ótica ambiental. A análise exploratória realizada a partir desse referencial teórico-empírico evidenciou a presença de distintas dimensões comportamentais dentro do construto do comportamento de consumo ambientalmente favorável, além das conclusões controversas envolvendo vários fatores de influência sobre essas dimensões comportamentais, o que deu encaminhamento para a realização de uma pesquisa de campo que contribuísse para a identificação dos fatores com influência comum nessas dimensões comportamentais. O modelo de pesquisa de campo foi de caráter descritivo, utilizando o método quantitativo por levantamento amostral junto a 509 consumidores responsáveis pelas compras do domicílio, com idade a partir de dezoito anos, residentes na Região do ABC Paulista. Os resultados gerados, a partir da utilização da técnica de análise multivariada denominada General Linear Models (GLM), mostraram três fatores de influência comum estatisticamente significante sobre as dimensões comportamentais ambientalmente mais favoráveis (interesse ambiental, inconveniência de ser ambientalmente amigável e grau de comprometimento ambiental), do conjunto de vinte e um fatores integrados ao modelo, além de outros seis descartados durante o processo de estruturação desse modelo. Esse resultado, acrescido de orientações provenientes da análise exploratória, sugeriu o desenho de um modelo de comportamento de consumo ambientalmente favorável, cuja aplicação poderá ser implementada em novos estudos, bem como um conjunto de subsídios às decisões do composto de marketing social voltado para a adoção do comportamento ambientalmente mais favorável. / This current work has the purpose of identifying factors that influence the most environmentally favorable consumer behavior and, from this process on, evidence support to social marketing decisions oriented to the adoption of such behavior. In order to understand such purpose, an organization of the theoretical references was sought, initially trying to understand the relationship between societal marketing and social marketing, moving on to green marketing applications and the marketing of ideas. After that, these references incorporated theoretical aspects that involve consumer behavior, as well as studies applied to the verification of such behavior under the environmental standpoint. The exploratory analysis carried out after this empirical theoretical set of references evidenced the presence of distinct behavioral dimensions inside the environmentally favorable consumer behavior. Besides that, the controversial conclusions involving several influence factors regarding these behavioral dimensions, led to the performance of a field research that contributed with the identification of factors that bear common influence in those behavioral dimensions. The adopted research model was the one of descriptive character, using the quantitative method by sampling 509 consumers responsible for their household purchases, aged over eighteen, resident in the São Paulo State ABC Region. The generated results, after the use of the multivaried analysis called General Linear Models (GLM), showed three factors of statistically significant common influence over the most environmentally favorable behavioral dimensions (environmental interest, inconvenience of being environmentally friendly and degree of environmental commitment), out of a set of twenty-one factors integrated to the model, besides six others turned down during this model structuring process. This result, added with orientations from the exploratory analysis suggested the drawing of a environmentally favorable consumer behavior model, whose application may be implemented in new studies, as well as a set of inputs to social marketing decisions made in order to adopt the environmentally favorable behavior.

Abstract The issue article discusses is the strategy of green building products, whose main targets are categorized new-built buildings and at-hand buildings. Although green buildings have been elementarily valued and got promoted internationally and officially, the present employers have too many reasons or causes to be engaged in it. That¡¦s the core that the articles study. With the promotion of the government, new-built green buildings have risen to the nine-itemed index from the former seven-itemed index, which make the government laws and environmental protection more perfect, but this doesn¡¦t mean the whole green buildings have walked into the right path, and need more push from the producers, government, and academies. The study suggests that the biggest obstacle for the overall green building promotion is the technology and price. The hard obtainment of the former blocks the participants, while the cost or the selling price of the latter is also the most important issue to overcome in term of the present stage. Through the data collection and analysis, expert interview, and the individual case visit, if there is a budgeted consideration, people basically won¡¦t take into account the establishment of green buildings. The fastest promotion is about the government organization official buildings, large electronic industry, or manufacturing industry. The building expenses will be taken back within the limited years, and it is likely to be involved in them. Therefore, the skills of the individual green building case are so simple and rare that further leads to the delay of the skills and development of green buildings. But due to the external natural environment and continuingly changing climate, consumers¡¦ needs for the healthful characteristic of residential products change, and then green products form. Through the green consumption and green sales, which achieve the green selling purpose of the strategy about the green building products? Furthermore, the new skills among green building products go on coming about and changing and internationally Germany has become the world-wide first country to reach the goal of reducing air release from the greenhouses in the Kyoto Negotiation Book, which becomes the greenest country. Also, America proposes the LEED certificate (green house rating system), which is just like the internationally interchangeable standard for the green buildings. America and strictly legislative Germany both own the critical points about the green economy launch. Based on all above mentioned, which can bring new thought and mirror for the local. That can offer the reborn chance to the at-hand buildings, and bring up future green buildings to be the turning points of global forever surviving. Meanwhile, it leaves creatures and non creatures of the planet a ever-developing base as well. Key words: green building, green consumption, green sales, new-built buildings, at-hand buildings

The objective of this study is to explore possible factors affecting college students¡¦ preference for fair trade coffee. The investigated factors included four of the values listed in Sheth, Newman and Gross's (1991a) theory of consumption values, as well as price, convenience (of buying fair trade coffee), and demographic variables. The values were functional value, social value, emotional value, and epistemic value. This study further divided emotional value into caring value and mood value; the formal reflected caring about farmers, child labor and the environment/ecology, and the latter focused on the possibility of having a good mood from consuming fair trade coffee. A convenience sample of 198 college students studying in Kaohsiung who often drank coffee were interviewed. Results from regression analysis suggest that college students would be more intended to buy fair trade coffee if they believed it had high caring value or high mood value. Furthermore, respondents spending less than 200 NTD per month on coffee were less intended to buy fair trade coffee than those spending between 200 NTD and 499 NTD per month on coffee were. Finally, functional value, social value, epistemic value, prices, and convenience¡Xall assessed by respondents' perceptions¡Xdid not have significant impact on the respondents¡¦ preference for fair trade coffee. Based on these findings, several recommendations were made to the government, schools, and organizations interested in promoting fair trade coffee.

Though recycled toilet paper (RTP) is more environmental friendly than toilet paper made of virgin fiber, they are also more expensive. The price difference has made manufacturers hesitate about marketing RTP in shops, because they assume that consumers are reluctant to buy it. However, no research has been done in Taiwan to explore consumers¡¦ willingness to pay (WTP) for RTP. This study is an attempt to do so by the use of two methods: contingent evaluation method (CVM) and conjoint analysis. Both methods were administered through a survey, which had a convenience sample of 192 female Kaohsiung citizens as respondents. Results based on CVM showed that the mean WTP for RTP was NT 151, which was a little higher than the price set by Homemaker¡¦s Union and Foundation¡Xan NGO which was the main channel selling RTP to the domestic sector in Taiwan. This suggests that manufacturers might have underestimated the market for RTP. To check the validities of the CVM and conjoint method, two criteria were measured: the respondents¡¦ past environmental behavior (PEB) and their willingness to make sacrifice for environmental causes (WTP3). The WTP as estimated by CVM, namely WTP1, was significantly related to both of these criteria (rs = .16, .32, ps < .05), showing that the CVM had a certain degree of validity. The importance that respondents attached to the eco-label of RTP was assessed by conjoint analysis. Validity of the importance scores thus obtained, however, was quite low: the correlation between these scores and WTP1, PEB and WTP3 were .05, .12 and .20 respectively, with only the last one significant. Results also suggest that environmental knowledge and health and safety concerns for products were not related to WTP1. Keywords: green consumption, contingent valuation method, conjoint analysis, environmental behavior, eco-label, green mark.

This paper reviews the significance of eco-labeling as a green consumption practice, and more broadly as a form of everyday environmentalism. It uses a random sample of 50 eco-labelers from an online database to analyze the current eco-labeling landscape and evaluate the business model of an emerging eco-labeling startup called the Eco-Sustainable Initiative (ESI). Conclusions include recommendations for ESI before its launch, and implications of ESI’s merits and shortcomings for the eco-labeling landscape at large.

No description available.

A presente tese teve como objetivo identificar fatores que influenciam o comportamento de consumo ambientalmente mais favorável e, a partir desse processo, evidenciar subsídios às decisões de marketing social voltado para a adoção desse comportamento. Para atender a esse objetivo, buscou-se organizar o referencial teórico inicialmente com um entendimento sobre o relacionamento entre marketing societal e marketing social, passando pelas aplicações de marketing verde e de marketing de idéias. Na seqüência, esse referencial incorporou aspectos teóricos que envolvem o comportamento do consumidor, bem como estudos aplicados à verificação desse comportamento sob a ótica ambiental. A análise exploratória realizada a partir desse referencial teórico-empírico evidenciou a presença de distintas dimensões comportamentais dentro do construto do comportamento de consumo ambientalmente favorável, além das conclusões controversas envolvendo vários fatores de influência sobre essas dimensões comportamentais, o que deu encaminhamento para a realização de uma pesquisa de campo que contribuísse para a identificação dos fatores com influência comum nessas dimensões comportamentais. O modelo de pesquisa de campo foi de caráter descritivo, utilizando o método quantitativo por levantamento amostral junto a 509 consumidores responsáveis pelas compras do domicílio, com idade a partir de dezoito anos, residentes na Região do ABC Paulista. Os resultados gerados, a partir da utilização da técnica de análise multivariada denominada General Linear Models (GLM), mostraram três fatores de influência comum estatisticamente significante sobre as dimensões comportamentais ambientalmente mais favoráveis (interesse ambiental, inconveniência de ser ambientalmente amigável e grau de comprometimento ambiental), do conjunto de vinte e um fatores integrados ao modelo, além de outros seis descartados durante o processo de estruturação desse modelo. Esse resultado, acrescido de orientações provenientes da análise exploratória, sugeriu o desenho de um modelo de comportamento de consumo ambientalmente favorável, cuja aplicação poderá ser implementada em novos estudos, bem como um conjunto de subsídios às decisões do composto de marketing social voltado para a adoção do comportamento ambientalmente mais favorável. / This current work has the purpose of identifying factors that influence the most environmentally favorable consumer behavior and, from this process on, evidence support to social marketing decisions oriented to the adoption of such behavior. In order to understand such purpose, an organization of the theoretical references was sought, initially trying to understand the relationship between societal marketing and social marketing, moving on to green marketing applications and the marketing of ideas. After that, these references incorporated theoretical aspects that involve consumer behavior, as well as studies applied to the verification of such behavior under the environmental standpoint. The exploratory analysis carried out after this empirical theoretical set of references evidenced the presence of distinct behavioral dimensions inside the environmentally favorable consumer behavior. Besides that, the controversial conclusions involving several influence factors regarding these behavioral dimensions, led to the performance of a field research that contributed with the identification of factors that bear common influence in those behavioral dimensions. The adopted research model was the one of descriptive character, using the quantitative method by sampling 509 consumers responsible for their household purchases, aged over eighteen, resident in the São Paulo State ABC Region. The generated results, after the use of the multivaried analysis called General Linear Models (GLM), showed three factors of statistically significant common influence over the most environmentally favorable behavioral dimensions (environmental interest, inconvenience of being environmentally friendly and degree of environmental commitment), out of a set of twenty-one factors integrated to the model, besides six others turned down during this model structuring process. This result, added with orientations from the exploratory analysis suggested the drawing of a environmentally favorable consumer behavior model, whose application may be implemented in new studies, as well as a set of inputs to social marketing decisions made in order to adopt the environmentally favorable behavior.

This thesis presents the problem surrounding green marketing, which involves the lack of knowledge of green consumption by the consumer, and the threats of green washing from companies who present green marketing without achieving the green marketing criteria. An implementation of the green marketing theories in the cases of Patagonia and Klättermusen: green marketing five “I’s” and the green marketing three “C’s” was done in order to understand if the two companies fit the green marketing profile. This thesis aims to contribute to gain deeper knowledge from the outdoor consumer perspective on green marketing campaigns, and answer the question to how effective these campaigns are to the outdoor consumer, through a qualitative research.