Reconciling the duplicity of consumer attitudes to carbon footprints

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Miranda, Mario J (2009) Reconciling the duplicity of consumer attitudes to carbon footprints. The International Review of Retail, Distribution and Consumer Research, 19 (1). pp. 59-74. ISSN 0959-3969


There is little research evidence of carbon footprints becoming a decisive factor when making product purchase decisions. Consumer attitudes towards disposal methods of returned items as a predictor of their intention to continue patronising the products was used as a proxy to assess the influence of carbon footprints in consumer purchase preferences. There is evidence in this study that consumers accept the reconstitution of returned appliances and clothing items, but they themselves are not prepared to repurchase from mainline stores those brands that are known to be selling as reconstituted items in alternative stores or charity shops. Notwithstanding manufacturers' attempts to build brand equity with smaller carbon footprints by responsible disposal of returned items, it may be prudent for producers not to publicise the availability of their reconstituted brands in alternative/charity stores, because prime consumers might be inhibited from patronising the pristine brands in mainstream stores. Reconciling the double-mindedness of consumer attitudes towards smaller carbon footprints may foreshadow major changes to the way products are positioned in future.

Item type Article
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Subjects Historical > Faculty/School/Research Centre/Department > School of Economics and Finance
Historical > FOR Classification > 1604 Human Geography
Historical > FOR Classification > 1503 Business and Management
Keywords ResPubID17378, carbon footprint, returned goods, brand image, reconstituted, salvaged
Citations in Scopus 2 - View on Scopus
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