by Au Tsang Pui, Wong Kin Hong, Joseph. / Includes questionnaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [29-32] (2nd gp.)). / ACKNOWLEDGEMENT --- p.i / abstract --- p.ii / table of contents --- p.iii / Chapter --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / The Concept of Marketing --- p.1 / Green Movement --- p.2 / Green Marketing --- p.3 / Marketers' Response --- p.4 / Consumers' Response --- p.5 / Objective of Study --- p.7 / Scope of analysis --- p.8 / Objectives --- p.9 / Chapter II. --- literature review --- p.12 / Conjoint Analysis --- p.13 / Introduction --- p.13 / Comparison with Other Multiattribute Models --- p.14 / Alternative Approaches to Measuring Preference Structures --- p.15 / Conjoint Analysis in Detail --- p.16 / Commercial Use of Conjoint Analysis --- p.19 / Stimulus Set Construction --- p.20 / Limitations and Unsolved Problems --- p.21 / Values --- p.23 / Introduction --- p.23 / Relationship of Values with Environmental Behaviour --- p.25 / Chapter III. --- METHODOLOGY --- p.27 / Research Design --- p.27 / Secondary Data Research --- p.27 / Primary Data Research --- p.28 / Chapter IV. --- RESULTS --- p.45 / Part II --- p.45 / Quantitative Results --- p.45 / Part III --- p.47 / Quantitative Results --- p.47 / Analytical Results --- p.48 / Chapter V. --- DISCUSSION AND INTERPRETATION --- p.49 / All Respondents --- p.49 / Green Consumer Segments --- p.51 / Demographic Effect --- p.54 / Effect of Age --- p.54 / Effect of Education --- p.55 / Effect of Households Monthly Income --- p.56 / Relationship Between Demographic and Environmental Values and Attitudes --- p.56 / Conclusion --- p.57 / Implication --- p.60 / Limitation --- p.61 / APPENDIX / BIBLIOGRAPHY