Published by:
Allied Business Academies
Length: 14 pages
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Abstract
While there have been a variety of studies on green marketing and environmental labels, there has been little academic research on Millennials' interpretation of environmental terminology, also referred to as green terminology. There is confusion on the part of consumers and manufacturers regarding the use of green terminology. Although environmentally preferable products carry a positive image with most Millennials, only some retailers have been able to effectively send 'green' messages. The purpose of this paper is to examine the meanings that Millennials attach to terms currently being used to promote environmentally preferable products. Marketers can create more effective messages if they understand how consumers are interpreting the terminology used in the messages.
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Abstract
While there have been a variety of studies on green marketing and environmental labels, there has been little academic research on Millennials' interpretation of environmental terminology, also referred to as green terminology. There is confusion on the part of consumers and manufacturers regarding the use of green terminology. Although environmentally preferable products carry a positive image with most Millennials, only some retailers have been able to effectively send 'green' messages. The purpose of this paper is to examine the meanings that Millennials attach to terms currently being used to promote environmentally preferable products. Marketers can create more effective messages if they understand how consumers are interpreting the terminology used in the messages.