First Advisor

Sahan Dissanayake

Date of Award

Winter 2020

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Economics and University Honors

Department

Economics

Language

English

Subjects

Green marketing, Green products -- Economic aspects, Consumer behavior, Incentive (Psychology), Social responsibility of business

DOI

10.15760/honors.969

Abstract

This thesis will seek to explore and analyze incentives in the market with relation to consumers and firms interacting in the current economic and environmental situation of the United States. These incentives are crucial to understanding the relationship between green consumerism and firm positions in the market. By analyzing the characteristics of green consumers and their reactions of firms, a better understanding of the economic relationship of firms and consumers for the future will become more apparent. The green consumer exhibits personal patterns in their purchasing habits which firms can utilize to attract the green consumer while increasing profits. When the incentives used by firms to drive green consumers are analyzed in relation to the consumer perspective, firms are able to economically exploit them to increase the impacts of green marketing and work towards environmental preservation and sustainability.

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Persistent Identifier

https://archives.pdx.edu/ds/psu/34441

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