HOW DO CONSUMERS PERCEIVE CLEAR AND TRANSPARENT PRODUCTS?

Abstract

The thoughtless exploitation and pollution of the environment by our species has led to deep doubts regarding the ability of this planet to support our present style of living in the future. A campaign for greener, more environmentally friendly ways of living and consumerism is rapidly gaining momentum. While environmental concern groups and the general public pressurize governments and industrialists and choose to purchase greener products, the manufacturers themselves are adapting their production to effect a minimized toll on the environment and advertising themselves appropriately, to win the consumer's heart and dollars. By studying certain consumer perceptions about the ‘typical’ attributes of a green product that are not necessarily incorporated in an environmentally friendly production process, this research seeks to discover possibilities where the not‐so‐green producer can capitalize on green marketing by modifying only such perceived green product attributes. To this end, a survey was conducted in Hong Kong to determine how different consumers would perceive products that are clear and transparent. The findings reveal that consumers tended to associate clear and transparent products with purity and environmental friendliness.

Citation

Ching Biu Tse, A. and Hong Kit Yim, F. (2002), "HOW DO CONSUMERS PERCEIVE CLEAR AND TRANSPARENT PRODUCTS?", International Journal of Commerce and Management, Vol. 12 No. 1, pp. 68-78. https://doi.org/10.1108/eb047437