Miranda, Mario J and Konya, Laszlo (2011) Products with carbon footprints compliant features may attract higher prices. In: Australia New Zealand Marketing Academy Conference 2011 : Proceedings. MacCarthy, Martin and Sanders, Dale, eds. Australian and New Zealand Marketing Academy, Perth.

Abstract

Grocery shoppers exiting supermarkets were interviewed regarding their views of green issues that contribute to carbon footprints and their grocery shopping behavior. The study found that products that met with the prescribed size of carbon footprint would attract higher prices from consumers who are generally brand loyal and store loyal and who are concerned for responsible release of emissions and disposal of trade waste. Positioning the carbon footprint feature as a quality attribute of the brand, configured to appeal to appropriate consumer profiles, would demonstrate brand owners‟ commitment to cut carbon emissions and give them a credible reason to make money at the same time.

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