Green issues: Dimensions of environmental concern

Abstract

Current concern for the environment is readily observed in consumer polls and lifestyles, in political campaigns, in the media, and in product offerings and marketing strategies. The academic literature, however, has not yet reflected this popular movement. Our study identifies green issues—those dimensions of environmental concern currently viewed as important by consumers. We then discuss relationships between consumers' perceptions of green issues and marketing strategies. Results of this research are of interest to consumer behavior and marketing researchers, marketing managers, and public policy-makers at a time when consumers are increasingly aware of environmental problems.