ProQuest - tuje baze podatkov

Purpose - The purpose of this paper is
to examine how consumers respond to environmental claims of three
types contained in promotional messages attributed to one respected
"green" brand and one mainstream leisure clothing.
Design/methodology/approach - A mall-intercept questionnaire-based
survey in one city in Australia collected responses from 380
respondents, who rated environmental claims contained in
promotional messages delivered via garment tags attached to
T-shirts. Findings - Shoppers responded more positively to
product-related messages than cause-related messages. They found
environmental claims to be more credible if attributed to the green
brands than to the neutral brand. Research limitations/implications
- Future research might focus on the "green" market segment rather
than interacting with the general population, and devise niche
marketing strategies to clothes retailers. There is also room for
more vivid pro-green statements as test stimuli, perhaps generated
by in-depth qualitative research. Practical implications - Though
consumers are becoming increasingly green-minded, the result is not
necessarily more consumption of green products, but "better"
consumption behaviour in general. Retailers should build a store
image that clearly transmits their green credentials, as a proxy
for the quality and nature of merchandise they carry.
Originality/value - Relatively little is known about green brands
and environmental message appeals in clothes marketing, and no
study has yet focused on Australia.