Consumer Perceptions of Eco-friendly and Sustainable Terms Academic Article uri icon


  • Common marketing strategies include emphasizing products green or environmentally friendly attributes and characteristics to appeal to a growing market of environmentally conscious consumers. While previous studies have used product labels such as eco-friendly, environmentally friendly, and sustainable to investigate consumer preferences, relatively little is known about how consumer perceptions as a pre-decision mechanism impact their preferences and choice behaviors. Using data collected through an online survey of U.S. and Canadian consumers, we investigate systematic differences in individuals perceptions of the terms eco-friendly and sustainable. Marketing implications for the food and green (i.e., greenhouse/nursery producers, suppliers, and retailers) industries are discussed.

published proceedings

  • Agricultural and Resource Economics Review

author list (cited authors)

  • Campbell, B., Khachatryan, H., Behe, B., Dennis, J., & Hall, C.

citation count

  • 18

complete list of authors

  • Campbell, Benjamin||Khachatryan, Hayk||Behe, Bridget||Dennis, Jennifer||Hall, Charles

publication date

  • April 2015