In times of need are there more reasons to be green?

University of Canterbury
Publication Type:
Conference Proceeding
Proceedings of the Australian and New Zealand Marketing Academy Conference 2010, 2010, pp. 1 - 8
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There is concern that consumers may have turned their backs on Ethical and Socially Responsible (E&SR) products in response to the Global Financial Crisis (GFC). This paper reviews secondary data on consumers changes in E&SR purchasing as a result of the GFC, comparing it to the discourse of ten focus groups conducted immediately before and during the downturn. Our findings show that there has been little behaviour change in response to the downturn; E&SR products are perceived as more costly, consumer purchase decisions are primarily driven by cost rather than E&SR concerns, and consumers continue to purchase E&SR products that provide financial value.
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