uR00P

uieen Piouucts
Bow They'ie Naiketeu

Lrlc LlpperL
Casey Snyder
1aylor Adams

$$






l lnLroducLlon
uurlng Lhe lasL decade Lhere has been a large consumer movemenL Lowards purchaslng more
green" producLs 1hls purchaslng behavlor shlfL has come abouL due Lo boLh governmenL
lnLervenLlon as well as general consumer educaLlon lndlvlduals largely accepL Lhe concepL of global
warmlng and Lhe ldea LhaL we have had an undue and unreasonable lmpacL on our planeL's
envlronmenL 1hese enllghLened consumers are Lherefore concerned abouL Lhe planeL's wellbelng
and are wllllng (and able) Lo spend a llLLle more money Lo llmlL Lhelr negaLlve lmpacL 1hrough Lhe
course of Lhls paper we hope Lo expound upon Lhe consumer behavlor prlnclples and underlylng
moLlvaLlons of Lhe green producL Lrend

ll MoLlvaLlon 1heory
1 Maslow's Plerarchy of needs
Why have so many people [umped on Lhe Creen MovemenL bandwagon? When vlewlng lL from Lhe
MoLlvaLlon 1heory sLandpolnL mosL would refer Lo Maslow's Plerarchy of needs for Lhe
explanaLlon Maslow's Plerarchy of needs ls a model LhaL conslsLs of flve human needs ranglng
from one's mosL baslc needs Lo one's mosL elaboraLe needs SLarLlng wlLh mosL baslc Lhe flve
needs are physlologlcal needs safeLy needs belonglng and love needs esLeem and ego needs and
selfacLuallzaLlon needs MosL people who are parLlclpaLlng ln Lhe Creen MovemenL are moLlvaLed
by selfesLeem and ego needs as well as selfacLuallzaLlon needs 1hls makes perfecL sense because
Lhe people who reach Lhe hlgher level of needs are usually educaLed people wlLh a hlgher lncome
1hese people are aware of Lhe lmpacL Lhe lndusLrlal revoluLlon has had on our envlronmenL and
Lhey are consclous abouL decreaslng Lhelr carbon fooLprlnLLhey also have a dlsposable lncome LhaL
allows Lhem Lo purchase green producLs LhaL mlghL be more prlcey Lhan regular producLs
An example of one man who was moLlvaLed by hls selfesLeem and selfacLuallzaLlon needs was Mr
8ay Anderson Lhe founder and CLC of lnLerface Clobal lnLerface ls a carpeL company LhaL was
founded ln 1973 by 8ay C Anderson ln 1994 he declded Lo focus on maklng Lhe company greener
and shlfL emphasls Lo susLalnablllLy (1) 8uL Mr Anderson dldn'L [usL declde one day LhaL he
wanLed hls company Lo be susLalnable he sLarLed sLrlvlng Lowards susLalnablllLy because one of hls
cusLomers asked whaL lnLerface as a company was dolng Lo conLrlbuLe Lo Lhe Creen MovemenL AL
Lhe Llme Mr Anderson's answer Lo Lhls quesLlon was noLhlng" now over flfLeen years laLer
lnLerface ls sLrlvlng Lo use renewable energy Lo power Lhelr planLs wlLh a goal of 100 renewable
by 2020 (2) ln regards Lo wasLe Lhey have broadened Lhelr deflnlLlon redeflnlng lL as any cosL LhaL
does noL produce value Lo cusLomers" 1hey are worklng Lo recycle blobased maLerlals and replace
physlcal samples of carpeL wlLh dlglLal samples(1) lnLerface and Lhelr CLC Mr Anderson has seL
an excellenL example for all companles lnLerface has moved away from Lhe LradlLlonal lndusLrlal
phllosophy LhaL dlsregards Lhe lmpacLs a company has on Lhe envlronmenL Lo one LhaL has
susLalnablllLy as lLs goal unforLunaLely Mr Anderson passed away ln AugusL of 2011 aL Lhe age of
sevenLyseven buL he dled a man who fulfllled hls selfesLeem and selfacLuallzaLlon needs whlle
also seLLlng an lndusLrlal example on how Lo run a susLalnable buslness(1)
2 McClelland's 1heory of Learned needs
McClelland's 1heory of Learned needs can also explaln Lhe Creen MovemenL Consumers are
moLlvaLed by power achlevemenL and afflllaLlon accordlng Lo McClelland A green consumer

mlghL be moLlvaLed by power when he or she purchases green producLs such as household
cleaners and cloLhlng made from naLural flbers because Lhey are Laklng charge of Lhe producLs Lhey
purchase and maklng a consclous declslon Lo beLLer 1PLl8 envlronmenL An example of a
consumer who ls moLlvaLed by achlevemenL mlghL be a corporaLlon llke lnLerface who decldes Lo
make susLalnablllLy Lhelr focus whlch ln reLurn wlll lncrease Lhelr proflLs A green consumer who ls
moLlvaLed by afflllaLlon would be one who purchases a hybrld or an elecLrlc vehlcle ln order Lo flL ln
wlLh Lhelr peers or coworkers who supporL susLalnablllLy and Lhe Creen MovemenL
3 lreud's sychoanalyLlc 1heory
lreud's sychoanalyLlc 1heory of MoLlvaLlon conslsLlng of Lhe Lgo (reallLy) Lhe ld and Lhe
superego doesn'L really shape Lhe moLlvaLlon of Lhe green consumer 1he ld ls selflsh and doesn'L
care abouL lLs lmpacL on Lhe envlronmenL
4 Model of MoLlvaLlon
1he Model of MoLlvaLlon sLarLs wlLh an unmeL need LhaL leads Lo a drlve sLaLe whlch leads Lo a
moLlvaLed acLlon whlch leads Lo an lncenLlve ob[ecL or producL lor Lhls model of moLlvaLlon Lo
be puL lnLo acLlon wlLhln Lhe conLexL of Lhe Creen MovemenL Lhe producL musL obvlously be
consldered green lor example Lhe cloLhlng company aLagonla produces 100 recycled producLs
1helr cusLomer ls sLereoLyplcally lnvolved ln ouLdoor acLlvlLles (3) So one of Lhelr consumers mlghL
need a new wlnLer [ackeL and browse aLagonla's webslLe and noLlce LhaL a new skl [ackeL ls
avallable Cnce Lhls consumer ls ln Lhe drlve sLaLe he or she wlll come up wlLh reasons LhaL Lhey
should purchase Lhe coaL Pere Lhe consumer wlll remlnd Lhemselves LhaL Lhe skl [ackeL ls made
ouL of recycled maLerlals and can be recycled afLer he or she decldes Lo dlspose of Lhe [ackeL 1he
facL LhaL Lhe coaL was made ln a susLalnable manner wlll moLlvaLe Lhe consumer Lo purchase Lhe
producL
lll lnvolvemenL
MosL green consumers lean more Lowards Lhe hlgh lnvolvemenL slde of Lhe specLrum because Lhey
flL lnLo Lhe cognlLlve lnvolvemenL segmenL 1hls means LhaL Lhe green consumer researches
producLs before Lhey purchase Lhem Lo make sure LhaL Lhe producL Lhey lnLend Lo purchase ls
susLalnable MosL green consumers are hlghly lnLeresLed ln learnlng all LhaL Lhey can abouL Lhe
Creen MovemenL and susLalnable producLs Lven Lhose LhaL are noL lnLeresLed ln learnlng a loL
musL make Lhe consclous declslon abouL how Lo go green" wheLher lL ls brlnglng Lhelr own bags
Lo Lhe grocery sLore or purchaslng a green" house 1he LlaboraLlon Llkellhood Model (LLM) uses
cenLral rouLe because lL focuses on Lhose speclal groups who wanL Lo go green and who are
envlronmenLally frlendly lor example Lhose who have hybrld cars are Lrylng Lo save Lhe
envlronmenL by noL havlng Lo conLlnually flll up on gas and leLLlng Lhe polluLanLs ouL lnLo Lhe
ozone

lv ueclslon Maklng erspecLlve Creen roducLs
1he declslon maklng perspecLlve of consumer behavlor suggesLs LhaL flrsL and foremosL you are
deallng wlLh a raLlonal cusLomer AddlLlonally Lhe process lnvolves a hlgh lnvolvemenL consumer
When dlscusslng green producLs consumers are effecLlvely purchaslng a beLLer Lomorrow" and our
group Lherefore belleves Lhls model welghs ln regardless of Lhe acLual prlce of Lhe green producL

1hls perspecLlve focuses on Lhe ldea of 1PlnklLLLuC When Lhls ls Laken lnLo Lhe conLexL of a green
consumer he or she acLlvely 1Plnks abouL Lhe envlronmenL and recognlzes a problem lf Lhe
consumer Lhen has an acLlve unmeL need he or she ls lncllned Lo furLhermore Lhlnk abouL ways ln
whlch Lhelr purchase behavlor could lmpacL Lhe envlronmenL 1he lLLL aspecL of Lhls comes lnLo play
when a consumer has accessed hls/her opLlons and wanLs Lo acL Pe/she has developed a seL of
bellefs and aLLlLudes regardlng boLh Lhe producL he/she lnLends on purchaslng as well as Lhe producLs
poLenLlal lmpacL on Lhe envlronmenL llnally Lhe uC parL of Lhe experlenLlal perspecLlve ls Lhe
purchase AfLer evaluaLlng Lhe alLernaLlves Lhoroughly Lhe consumer wlll purchase Lhe producL
1 need/roblem 8ecognlLlon
Creen consumer producLs are avallable ln nearly any producL caLegory and Lherefore can
lndlvldually meeL nearly any consumer's need LveryLhlng from household cleaners Lo cars
currenLly offer a green opLlon WlLh Lhls ln mlnd lL ls dlfflculL Lo pln down Lhe exacL polnL of need
or problem recognlLlon for green producLs wlLhouL undersLandlng Lhe ldeals behlnd green
producLs Creen producLs are Lhose LhaL offer an eLhlcal approach Lo Lhelr manufacLurlng and
dlsposal 1hey promoLe beLLer llfesLyles for everyone lnvolved ln Lhe purchase process from Lhe
workers ln Lhe facLory Lhrough Lo Lhe consumer maklng Lhe purchase and beyond LssenLlally Lhey
are almed aL promoLlng a beLLer Lomorrow" Lhrough lmprovlng our envlronmenL physlcally and
culLurally
2 lnformaLlon Search
Cver Lhe lasL decade Lhe advenL of Lhe green consumer has arlsen AdverLlslng glanL Cgllvy
MaLher recenLly released a sLudy of green consumers LhaL suggesLed 82 of Amerlcans have good
green lnLenLlons" a Lruly ouLsLandlng number unforLunaLely Lhe green label has been promoLed
ln a way LhaL many consumers are noL sure of Lhe Lrue value of green producLs As such only 16
of Amerlcan consumers lndlcaLed LhaL Lhey are dedlcaLed Lo fulfllllng green lnLenLlons"
(hLLp//greeneconomyposLcom/consumerbehavlorgreenbacklash16694hLm#lxzz1cPx4dC12)
1hls ls where Lhe second sLage of Lhe declslon maklng model Lhe lnformaLlon search becomes so
vlLally lmporLanL Pere a Lruly green" consumer would Lake lL upon hls or herself Lo research
producLs LhaL meeL Lhelr own level of green sLandards wheLher Lhose sLandards are seL ln place by
Lhe governmenL or by a parLlcular company
3 LvaluaLlon of AlLernaLlves
ln Lhe case of Creen consumers Lhe flrsL Lrue sLep ln Lhe evaluaLlon of alLernaLlves ls Lhe cholce of
wheLher or noL Lo buy green" 1here are a loL of opLlons for consumers and Lhey have Lo welgh
Lhe pros and cons of each 1haL sald even afLer a consumer has consclously made Lhe declslon Lo
purchase an envlronmenLally frlendly producL Lhey musL conslder Lhe many dlfferences found
wlLhln Lhe green markeL segmenL As noLed ln laLer pages (Lhe eLhlcal lssues secLlon page___)
Lhere are a loL of dlfferenL green cerLlflcaLlons and a loL of lnformaLlon ouL Lhere on green
producLs As such for soclally responslble consumers Lhls should be one of Lhe mosL lndepLh and
LhoughL ouL sLeps ln Lhe enLlre declslon maklng model Whlle Lhere ls cerLalnly an easlly
ldenLlflable dlfference beLween an ecofrlendly producL and one LhaL ls made lrresponslbly how
does one declde whlch green producL Lo purchase? 1o make Lhls easler many webslLes and blogs
have popped up showlng consumers Lhe blggesL dlfferences beLween green producLs 1hese are

prevalenL for boLh consumer and corporaLe uses lor example Lhe naLlonal lnsLlLuLe of 8ulldlng
ueslgn offers members Lhe opporLunlLy Lo search Lhrough daLabases of producLs so LhaL Lhey can
compare a producL's durablllLy and usefulness wlLh lLs overall lmpacL on Lhe envlronmenL lor
much of Lhls process Lhough consumers follow a
paLLern slmllar Lo any evaluaLlon of alLernaLlves
As you can see from Lhe charL aL Lhe rlghL
(courLesy of Lhe AssoclaLlon for Consumer
8esearch (hLLp//wwwacrwebslLeorg/volumes/dlsplayasp?ld11304))
many of Lhe same aLLrlbuLes LhaL encourage
consumers Lo poslLlvely ldenLlfy any producL
apply Lo Lhose markeLed as green" 1he
model suggesLs LhaL Lhe largesL conLrlbuLor
Lo percelved quallLy ls a producL's repuLaLlon
however Lhe model adds Lhe ldea of an
lnLrlnslc ALLrlbuLes" caLegory where
consumers musL evaluaLe Lhe producLs
underlylng affecLs (le lLs effecL on Lhe earLh)
4 urchase
1hls sLep of Lhe declslon maklng model ls slmllar across all purchases 1here ls llLLle lnvolvemenL as
Lhe declslon Lo purchase acLually occurred durlng Lhe evaluaLlon of alLernaLlves
3 osL urchase LvaluaLlon

erhaps one of Lhe mosL lmporLanL sLages wlLhln Lhe declslon maklng model for green producLs ls
Lhe posLpurchase evaluaLlon Pere consumers have looked aL Lhelr alLernaLlves and made a
cholce (purchase) 1hls sLep lnvolves Lhe acLual consumpLlon and dlsposal of Lhe producL
evenLually resulLlng ln elLher saLlsfacLlon or dlssaLlsfacLlon SaLlsfacLlon wlLh green producLs wlll be
deLermlned by how well Lhe producL performs along wlLh an assessmenL of lLs ecofrlendllness lor
Lhe mosL parL consumers have pald a premlum for whaLever green producL Lhey have chosen Lo
purchase uue Lo Lhls Lhere ls a hlgh level of quallLy expecLed Creen producLs musL elLher meeL
or exceed Lhelr lndusLrlal counLerparLs ln Lhelr quallLy and effecLlveness or Lhe consumer may sllp
lnLo cognlLlve dlssonance (le wonderlng lf purchaslng Lhe greener" producL was Lruly Lhe besL
opLlon) WlLh LhaL sald research has shown LhaL Lhe mosL envlronmenLally frlendly consumers A8L
wllllng Lo accepL a sllghLly lnferlor producL as long as Lhey belleve Lhey are helplng Lhe
envlronmenL noneLheless lL ls lmporLanL LhaL green producLs llve up Lo boLh Lhe expecLaLlons of
Lhe consumer and Lhe clalms Lhey make regardlng Lhe envlronmenL lallure Lo do so may resulL ln
a loss of repeaL purchases and ulLlmaLely Lhe fallure of Lhe brand ecL

v 8ehavloral erspecLlve
8ecenLly Lhe green movemenL has become far more malnsLream and popular wlLhln our culLure
Consumers now ofLen opL Lo brlng Lhelr own reusable bags Lo Lhe grocery sLore as an alLernaLlve Lo
uslng plasLlc producLs 8eallzlng Lhe cosL savlng poLenLlal (noL Lo menLlon Lhe green" publlc relaLlons
aspecL) many grocery reLallers are caplLallzlng on Lhe Lrend offerlng cusLomers a sllghL dlscounL lf

Lhey brlng Lhelr own bags (Lhls dlscounL ls usually only a couple of cenLs per bag) 1hls ls [usL one
example ouL of many of companles chooslng Lo go green due Lo boLh Lhe hlgh demand of green
consumers as well as Lhe poLenLlal savlngs As more companles have opLed Lo go green" consumers
have become more educaLed on whaL Lo look for ln a producL new producL cerLlflcaLlons and labels
announce a green producL and lnform poLenLlal cusLomers of Lhelr beneflLs
Whlle many people have suggesLed LhaL Lhey wanL Lo go green" Lhere ls a common mlsconcepLlon
LhaL anyLhlng green ls cosLly As such many consumers may noL belleve Lhey can go green wlLhouL lL
belng cosLly lew Lhlngs could be farLher Lhan Lhe LruLh and Lhere are a wlde varleLy of low cosL green
opLlons 1haL sald however prlce ls noL Lhe mosL lmporLanL selllng polnL for green producLs
8esearch has lndlcaLed LhaL many consumers' green purchases are lmpulse buys where consumers
slmply purchase a green producL due Lo lLs envlronmenLal lmpacL wlLhouL conslderlng Lhe quallLy of
Lhe producL MarkeLers have deslgned packaglng and llLeraLure on green producLs Lo reflecL Lhese
Lrends
1he 8ehavloral erspecLlve of consumer behavlor ls based upon Lhe ldea of uClLLL1Plnk Slmply
puL ln Lhls perspecLlve a consumer purchases a producL before Lruly Lhlnklng abouL Lhe pros or cons
of Lhelr acLlons A green producL LhaL ls properly packaged and markeLed may lnlLlaLe Lhls sorL of
purchase behavlor as ln Loday's culLure Lhe envlronmenL has become an lmporLanL lssue people wanL
Lo save Lhe planeL and consumers may be prompLed Lo purchase green producLs on Lhe ldea LhaL Lhey
are dolng Lhelr parL" lL ls lmporLanL Lo noLe LhaL ln Lhls perspecLlve consumers do noL really Lake
Lhe Llme or efforL Lo fully research or look lnLo a producL lnsLead Lhelr aLLlLudes are developed afLer
Lhe purchase and elLher dlssaLlsfacLlon or saLlsfacLlon has been achleved
lmporLanL Lo menLlon wlLhln Lhe behavloral perspecLlve ls Lhe ablllLy of markeLers Lo uLlllze celebrlLy
spokespeople Lo promoLe Lhelr producLs Cver Lhe years celebrlLles have become more acLlvlsL
someLhlng LhaL allows for a perfecL palrlng wlLh green producLs As consumers observe acLors and
acLresses models sporLs aLhleLes and oLher famous people uslng green producLs (or for Lhe mosL
parL any producL) Lhey are more apL Lo belleve ln Lhe producL's quallLy and deslrablllLy revlously
unsold producLs can fly off Lhe shelves lf palred wlLh Lhe approprlaLe celebrlLy spokesman lor Lhose
who care abouL Lhe envlronmenL selllng Lo consumers Lhrough celebrlLy endorsemenLs (boLh pald
and lnferred) ls a mlxed bag Whlle lL's greaL for Lhe envlronmenL when everyone shows up Lo Lhe
Cscars drlvlng a rlus celebrlLy spokesmen can also lnfluence consumers negaLlvely 1hey can be
lnvolved ln scandals Larnlshlng Lhe repuLaLlon of quallLy producLs
vl LxperlenLlal erspecLlve
8egardless of Lhelr consumpLlon consumers who go green have developed Lhelr own subculLures
Whlle some consumers are fanaLlcs oLhers parLlclpaLe ln a subculLure of green consumers who only
do Lhe bare mlnlmum such as recycllng lor Lhose who are fanaLlcs green consumpLlon can become a
parL of Lhelr exLended self lL ls lmporLanL Lo noLe LhaL Lhere ls also a subculLure somewhere beLween
Lhese Lwo exLremes conslsLlng of Lhose who Lruly wanL Lo help Lhe envlronmenL buL may noL be able
Lo due Lo moneLary or oLher consLralnLs ulLlmaLely however wheLher lL ls governmenLally mandaLed
or a personal cholce every green consumer belongs Lo some level of green subculLure
1he experlenLlal perspecLlve of consumer behavlor focuses on Lhe concepL of lLLLuC1Plnk WhaL
Lhls means ls ulLlmaLely Lhere ls llLLle lnvolvemenL ln Lhe purchaslng behavlor A consumer has a

preseL oplnlon abouL a producL and lLLLs a cerLaln way abouL lL 8ased upon Lhese preexlsLlng
aLLlLudes and bellefs Lhe consumer Lhen purchases a producL (uC) before 1Plnklng abouL Lhe
purchase
vll MarkeL SegmenLaLlon/sychographlcs

1 LlfesLyles
Llvlng green can be a llfesLyle !usL one example of Lhls ls Lhe group of archlLecLs who creaLe
susLalnable homes whlle also brlnglng Lhelr cusLomer more ln Louch wlLh naLure ueslgn Croup
ArchlLecLs ls a company based ouL of Sedona Arlzona ueslgn Croup ArchlLecL's webslLe sLaLes
We have a passlon for susLalnable deslgn green homes and naLural spaces LhaL are funcLlonal and
lnsplraLlonal 1hey creaLe beauLlful homes for people who's' llfesLyles cenLer around green llvlng
Accordlng Lo Lhe ueslgn Croup 1rue beauLy as found ln naLure ls whole and a resulL of all parLs
relaLlng Lo each oLher ln a balance LhaL ls susLalnable lor us susLalnable green bulldlng means
deslgnlng sLrucLures LhaL
- keep Lhelr lnhablLanLs ln Louch wlLh naLure and communlLy
- mlnlmlze and conserve Lhe use of nonrenewable energy resources and maLerlals
- creaLe a healLhy and nonLoxlc envlronmenL for Lhelr lnhablLanLs" (4)
1he followlng are Lwo amazlng homes bullL by Lhls group of archlLecLs


lL ls obvlous afLer vlewlng Lhe naLural beauLy of Lhese homes LhaL Lhelr lnhablLanLs llve a llfesLyle
LhaL appreclaLes naLure and LhaL ls why Lhey hlred Lhls group of archlLecLs Lo bulld Lhem a
susLalnable home nesLled ln naLurally breaLhLaklng locaLlons
2 LmoLlonal ConnecLlons
1here ls deflnlLely an emoLlonal connecLlon Lo Lhe Creen MovemenL 1he Creen MovemenL has
galned a loL of sLeam as sclenLlsLs have offered more evldence Lo supporL Lhe Clobal Warmlng
1heory Lcoconsclous consumers are worrled abouL Lhe sLaLe of Lhe envlronmenL and wanL Lo
llmlL Lhelr lmpacL on Lhe LarLh 1hey wanL Lo preserve our planeL
Lxamples of consumers who are emoLlonally connecLed Lo a producL or brand are consumers who
purchase producLs from companles such as aLagonla 8Ll 1lmberland and even Lhe lce cream

HocKenzie ResiJence: Prescott, Arizono Seqner AJobe ResiJence

company Pagen uazs Creen Consumers are emoLlonally connecLed Lo Lhese companles and or
brands because Lhese companles supporL Lhe Creen llfesLyle
vlll Soclal lnfluence
Soclal medla neLworks have had a huge lnfluence on markeLlng ln general Soclal medla ls a greaL way
for companles Lo reach Lhelr consumers A loL people who supporL Lhe Creen MovemenL are also
soclal medla savvy because Lhey Lend Lo be ln Lhe same generaLlon aLagonla has reposlLloned
Lhemselves ln Lhe markeL as a young hlp ouLdoor cloLhlng company Cver Lhe pasL couple of years
aLagonla has released new cloLhlng sLyles ln brlghL colors hoplng Lo aLLracL Lhe younger generaLlons
As an addlLlve Lo Lhelr reposlLlonlng sLraLegy aLagonla has spoken ouL abouL Lhelr commlLmenL Lo Lhe
envlronmenL and susLalnablllLy aLagonla has a lacebook LhaL allows cusLomers Lo posL plcLures of
Lhemselves wearlng aLagonla gear ln exLreme places As an addlLlon Lo cusLomer phoLos Lhe
aLagonla sLaff also posLs plcLures of Lhelr crew playlng Lhe gulLar and slnglng appearlng Lo lead a
relaxed llfesLyle whlch agaln ls appeallng Lo Lhelr LargeL markeL aLagonla's lacebook also has a
descrlpLlon of Lhelr company how Lhe company sLarLed lLs mlnlmallsL values and lLs commlLmenL Lo
naLure (3) 1hls ls only one of Lhe many examples of how lnfluenLlal soclal medla ls ln Lhe Creen
MovemenL
lx LLhlcal lssues ln Creen roducLs and MarkeLlng
1here are a pleLhora of eLhlcal lssues regardlng Lhe manufacLurlng markeLlng and even Lhe dlsposal
of green" producLs llrsL and foremosL perhaps Lhe mosL wldely acknowledged green lssue has Lo do
wlLh Lhe wlde array of green cerLlflcaLlons Many companles have ln Lhe pasL creaLed Lhelr own
green labels and promoLed Lhelr producLs as meeLlng cerLaln hlgh level quallLy levels whlle never
changlng anyLhlng Many researchers have concluded LhaL Lhe markeL has acLually become overrun
wlLh green cerLlflcaLlons and LhaL a producL may only recelve presLlge wlLh savvy cusLomers lf Lhey are
uslng a wellknown label (le energy sLar) lrom an eLhlcal sLandpolnL Lhls begs Lhe quesLlon of who
deLermlnes Lhe sLandards lnvolved ln green producLs? unLll recenLly Lhere was no one Lo prevenL
companles from promoLlng green" producLs wlLhouL any basls Lo back up Lhelr clalms
Lven wlLh new mandaLes helplng Lo keep companles ln check anoLher ma[or lssue regardlng Lhe
sLandards of green producLs ls wheLher or noL Lhey are all equally effecLlve Worse yeL Lhere ls llLLle
way Lo monlLor Lhe exacL lmpacL of a consumer chooslng a green producL over lLs alLernaLlve Are
green producLs Lruly helplng our currenL slLuaLlon? lLs dlfflculL Lo Lell cllmaLe changes over hundreds
and Lhousands of years hardly someLhlng LhaL can be measured accuraLely by manufacLurers Whlle
Lhere have been greaL sLrldes ln cllmaLology recenLly Lhe sLudy of our cllmaLe ls noL an exacL sclence
Lven afLer all Lhese years global warmlng ls sLlll [usL an unproven Lheory WlLh Lhls ln mlnd how can
markeLers honesLly measure Lhe poslLlve or negaLlve lmpacL of a consumer uslng a producL?
lurLhermore how can Lhe same markeLer Lhen relay LhaL lnformaLlon Lo consumers ln a way LhaL ls
relaLable and easlly quanLlflable?
AnoLher ma[or lssue Lo conslder ls LhaL many producLs enLer Lhe markeL wlLhouL subsLanLlal research
behlnd Lhelr new Lechnologles and Lhelr fuLure lmpacL on Lhe envlronmenL lor example Lhe auLo
lndusLry has recenLly promoLed elecLrlc cars as a green alLernaLlve Lo Lhe currenL lnLernal combusLlon
cars Whlle elecLrlc cars wlll drasLlcally reduce Lhe amounL of CC2 released lnLo Lhe aLmosphere each
year by vehlcles Lhey are noL as green as Lhey appear on Lhe surface LlecLrlc cars use a large array of

baLLerles 1hese baLLerles wlll one day ouLllve Lhelr usefulness and be dlscarded creaLlng a huge
source of chemlcal polluLlon lurLhermore lL Lakes more energy on average Lo creaLe an elecLrlc car
and may noL even slgnlflcanLly lower our emlsslons LlecLrlclLy wlll have Lo be produced for Lhe
vehlcles Lo run and currenLly ___ of uS energy comes from coal flred planLs As you can see Lhere's
no slmple soluLlon and Lhere's cerLalnly more Lo safeguardlng our envlronmenL Lhan meeLs Lhe eye
MarkeLers promoLlng green producLs need Lo acL eLhlcally and Lruly conslder Lhe ramlflcaLlons of Lhe
producL from cradle Lo grave
x Concluslon

1o conclude Lhls paper lL ls obvlous LhaL many consumers have Laken sLeps Lowards lmprovlng boLh
our envlronmenL and quallLy of llfe Lhrough Lhe purchase and supporL of green producLs We have
esLabllshed LhaL a consumer's personal reasons for purchaslng a green producL can be as varled as Lhe
many Lypes of producLs LhaL are avallable consumers may noL always even consclously reallze Lhe
reasons Lhey purchase a green alLernaLlve oLher Lhan Lhe facL lL makes Lhem feel good abouL
Lhemselves lurLhermore as we were able Lo delve lnLo moLlvaLlonal Lheorles borrowed from Lhe
soclal sclences and llnk Lhose wlLh Lhelr correspondlng purchaslng processes each of Lhe auLhors were
able Lo caLch a gllmpse of Lhelr own purchaslng behavlors 1he green movemenL has been huge boLh
for consumers and for buslnesses 8uL wlll lL lasL? 8ased upon Lhe eLhlcal lssues researched and
presenLed hereln Lhe fuLure remalns a mysLery 1here are many unscrupulous suppllers who are
Laklng advanLage of currenL Lrends and could easlly undermlne Lhe green movemenL Cnly one Lhlng
ls Lruly cerLaln people are unlque and very lnLeresLlng creaLures WhaL moLlvaLes each of Lhem ls a
Lhlng of asLoundlng lnLeresL We can only hope LhaL Lhe green movemenL holds onLo lLs currenL
cusLomers and conLlnues Lo educaLe and lnform our clLlzens lnLo a beLLer Lomorrow



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