Determining the characteristics of the green consumer and their marketing implications

• Main Authors: Goh, Seng Vei, Tan, Jenny Chern Nee, Tang, Chee Wee
• Other Authors: Dennis Ong Chin Siew
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/63676
• Institution: Nanyang Technological University

It is the belief that the current trend towards environmental consciousness is a relatively unexplored area with vast potential to develop into a successful and lucrative market that motivated our team to carry out this study. The focus of the research is on the determination of the characteristi...