Environmental Friendly Products

Executive Summary

During the past few decades, concern for the environment has increased significantly and, at the same time, people's values and attitudes towards nature have changed substantially. As far as consumers are concerned, however, many research results have shown that environmental awareness has more to do with political and technological factors than genuine concern for nature (Tuohino 2010). In other words, there is an absence of environmental ethics as consumers do not transfer their environmental beliefs into their consumer behaviour.

This paper presents the results of a survey made from 979(approx.) interviewees from Australian nation-wide. The purpose of this report is aiming at examining the factors which motivate consumers to engage in environmental friendly purchase behaviours. A convenience sampling method was employed in this report. The date collected was then analysed by regression analysis, t-test and ANOVA. It was found political and technological factors have a positive relationship with consumers’ environmental purchase behaviour. Moreover, the purchase power is one of the factors which impact consumers engaging environmental friendly behaviour. Among all these analysis, it was found that some of the relationships are not clear. So it is recommended that a further, more-in-depth research should be conducted to find out the substantial factors that impact consumers’ environmental friendly behaviour. At the end of the report, recommendations which enhance the marketing success will be made for those who involved in the industry.

1. Introduction and Background

1.1 Importance of the research

Consumers’ beliefs and attitudes towards the environmental friendly products were found out via the descriptive research method. This assists the marketers dramatically by perceiving and collecting ideas and opinions from potential customers. The analytical process from the data collected will help the marketers improve their marketing...