environmental harm minimization features. This essay discusses characteristics of the green consumer, green marketing myopia, greenwashing, guilt and the level of involvement and current examples.
Identifying green market segments is challenging, as research is contradictory. Some studies have focused on socio-demographics, such as sex, education, age and social class (Schlegelmilch, Diamontopulos and Bohlen, 1994). These studies tend to find green consumers more likely to be female, younger, better…
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