An Investigation of the Profile of the Green Consumer Segment in Australia and the Factors that Influence Consumers' Purchase Intentions in the Context of Eco-Friendly Fast Moving Consumer Goods

Abstract

Existing research conducted on the purchase behaviour of consumers purchasing eco-friendly products has up until now been contradictory and presented mixed results. Studies conducted in the US, Europe, and Asia has shown widely varying patterns of behaviour amongst consumers of eco-friendly products. Therefore, generalisations about consumer behaviour for these products remains elusive. The ever changing demographics of customers who purchase eco-friendly products has also contributed to the complexity associated with identifying the consumers who are more likely to purchase these products. Consequently, Australian companies have not been able to effectively develop targeted strategies to market eco-friendly fast moving consumer goods (FMCGs) that cater specifically to the diverse consumer population of Australia. The aim of the thesis was firstly, to develop a profile of the consumer segment that is more likely to purchase eco-friendly FMCGs in the Australian context. Secondly, to identify the factors that influence the green product purchase intentions of those consumers. Addressing these objectives will allow marketing managers to develop more effective segmentation strategies that accordingly target the segment, and also to develop marketing strategies that take into account the influencing factors of consumer purchase intentions.