Date of Award

Winter 12-16-2021

Document Type

Thesis (699 registration)

Degree Name

Master of Business Administration


Graduate Studies

Committee Chair

Wooyang Kim


Environmental marketing, consumer purchasing, green consumers, sustainability


The purpose of this research is to look at what factors lead to consumers purchasing green or environmentally friendly products and services. Based on these factors, we are further researching how a business can improve their sustainability efforts, and then learn what marketing techniques will be effective in relaying these efforts to consumers. We will first examine the history of the green movement to understand what has led to today’s demand for businesses to increase their sustainability efforts. We will analyze current consumer demographics to find out who is responding to green marketing and showing interest in current environmental issues. Further questions to answer in our research include how individualism plays into green consumer purchases, consumer distrust in green marketing, the types of businesses implementing these efforts, and how transparency in the supply chain can be effective. We will wrap up our research by looking at the current climate of marketing techniques. There is a need to examine green marketing, consumers are incorporating green efforts into their daily lives and thus are looking to support businesses who align with these values. Our research concluded there is an untapped market opportunity for businesses to increase their sustainability efforts in the right way, and then market these efforts using modern marketing techniques that do not promote distrust from consumers.

Included in

Marketing Commons



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