Date of Award
Bachelor of Science (B.S.) in Economics and University Honors
Green marketing, Green products -- Economic aspects, Consumer behavior, Incentive (Psychology), Social responsibility of business
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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Joyce, Naomi, "Economic Analysis of Green Marketing: The Correlation Between Consumers and Firms Through Environmental Incentives" (2020). University Honors Theses. Paper 946.