Date of Graduation

5-2021

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Department

Marketing

Advisor/Mentor

Kopp, Steven

Abstract

In today’s society, we have seen the theme of green consciousness and sustainability become more prevalent as the years pass by. Even as this concept seems to increase in consumer engagement there is not a proportional increase in consumer behavior. This is what is referred to as the gap between green consciousness and green consumerism. Many believe the root of this issue can be solved by increasing regulations. However, I believe this gap can be narrowed by using brands to shift consumers behaviors through their message. The main question that I want to focus in on is, “Can a brand love influence the consumer to a point where it increases their desire to be sustainable, beyond any other variables.”

Through these we can get a better understanding of why consumers purchase certain brands. Brand love is related to the construct of purchase behavior. This means that the purchase patterns of consumers are influenced by their love for the brands. This bring us to the construct of green consumerism, which is defined by Cambridge Dictionary as, “the situation in which consumers want to buy things that have been produced in a way that protects the natural environment.” If you have a brand that people love that protects the environment, they will become green consumers, thus increasing green consumerism. Over time the increasing green consumerism will help close the green gap. Through this framework I will determine if brand love can truly increase green consumerism and green consciousness. The responsibility for finding a solution to closing the green gap rests on corporations’ marketing strategies and socially responsible initiatives.

Keywords

The Green Gap, Green Consumerism, Green Consciousness, Theory of Planned Behavior, Paper Towels, Lovemarks, Service Learning

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