Green marketing of apparel: consumers’ price sensitivity to environmental marketing claims
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Green or environmentalmarketing claims have increased in recent years because of potentiallyhigher profits for companies. The aimof this study was to identify the environmentalmarketing claims forwhich consumers arewilling to pay higher prices. The specific claimsinvestigated in this study were: using organic fibers or recycled textile fibers; sustainablemanufacturing; companies donating to green organizations; and using fair trade and laborpractices. A quantitative survey of college students in the Midwestern US revealed that acompany’s environmental marketing claims – particularly with regard to manufacturingwith organic fibers and donating to green organizations – resulted in decreased consumerprice sensitivity. The theory of reasoned action served as the framework for the study. Implications, limitations, and suggestions for further research are presented.
Abstract
Green or environmentalmarketing claims have increased in recent years because of potentiallyhigher profits for companies. The aimof this study was to identify the environmentalmarketing claims forwhich consumers arewilling to pay higher prices. The specific claimsinvestigated in this study were: using organic fibers or recycled textile fibers; sustainablemanufacturing; companies donating to green organizations; and using fair trade and laborpractices. A quantitative survey of college students in the Midwestern US revealed that acompany’s environmental marketing claims – particularly with regard to manufacturingwith organic fibers and donating to green organizations – resulted in decreased consumerprice sensitivity. The theory of reasoned action served as the framework for the study. Implications, limitations, and suggestions for further research are presented.
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