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I haven’t posted anymore survey results from my research in the past month. Due to preparations for my new job as consultant and project manager in the automotive industry I have been rather busy. But understanding green consumer behavior better and deriving potential sustainability marketing strategies from those insights is still an important topic for me. Even more so, as the readership of this blog has steadily increased to almost 1,000 people in the month of March. Because of the existing demand and interest I will try to publish more of the promised posts in the upcoming months:

Part 1: Descriptive results of the study including consumer attitudes, the influence of social norms and perceived obstacles in the buying process in regard to green clothing. (DONE: see Section 1, Section 2, Section 3 and an addition here)

COMING UP SOON:

Part 2: Does the outdoor sports participation frequency affect our level of connectedness to nature? And in return, does a strong environmental identity directly or indirectly influence consumer purchase intentions?

Part 3: Which psychological variables influence consumers’ buying intentions for green outerwear the strongest?

Moreover, the survey results provide promising info for product developers and marketers that want to invest into fair and environmentally friendly products including one of the most important topics: labeling. The results of conjoint analysis, which shed light on the trade-off decisions sustainable consumers have to make in the context of green clothing, further revealed more detailed, interesting results. Product attributes of the analysis included price, design, quality, alternative material and eco labeling.

I will try to create more understandable and interesting free content for practitioners as well as interested scientists stumbling upon this blog…
Hope to see you again soon! Follow me on Twitter (on the left) to get notified about the next update.

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