Green Consumerism Literary Submission

3723 WordsNov 3, 201215 Pages
University of Waterloo Faculty of Environment ENBUS 306: Research Design Literary Review and Submission on Green Consumerism Prepared By: Wendy Ngai Student ID: 20351676 3B Environment and Business October 02, 2012 This literary submission will take on a systematic, convergent approach in focusing on five separate articles regarding green consumerism. The five peer-reviewed articles which have been selected for this paper have been placed in the appendix of this submission in the order in which they appear in the bibliography. A key point which is continuously brought up within each article is that environmental consumerism is becoming more and more prevalent in today’s society (Mazar and Zhong, 2009). Although there…show more content…
The article also identifies the green consumer as often very skeptical of green advertising in general, which results in their own adoptive means of conducting alternative research so that they are well-informed prior to making a purchase (Shrum et. Al, 1995). As well, Auger’s article provided supporting evidence to this point by restating that active information seekers were often more apt to adopt socially ethical products (Auger et al, 2003). Several types of research methods were used to reach these conclusions, including the use of primary data collected through ethical disposition surveys and choice experiment surveys (Auger et al, 2003). An extensive amount of secondary research was also pulled together, with some data sets being analyzed to determine the conclusive results (Shrum et. Al, 1995). However, it is noted within each paper that there are gaps which exist within each article’s research design. For example, some surveys were only targeted at a certain demographics, leading to a relatively homogeneous study groups (Haytko and Matulich, 2007), while other data sets did not reflect the general population, as some secondary data either over represented or underrepresented certain populations, resulting in an incomprehensive analysis of data (Shrum et. Al, 1995). As a result, gaps can be observed in both the research questions conducted within these articles, as well as the

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