Consumer attitudes towards environmental marketing : A study regarding consumer attitudes towards environmental marketing within the milk- industry

Sammanfattning: Due to modern consumption-levels being too high, researchers claim that there is a need for sustainable marketing as well as a change in consumer attitudes towards sustainability. The purpose of this study is to examine how environmental marketing on everyday commodities such as milk affects consumer attitudes, as well as to find out which are the most influential determinants affecting these attitudes. Based on the purpose and research questions, the study is descriptive and deductive. The chosen method for the study is a quantitative research approach, with an online survey that was distributed with a non-probability snowball sampling technique. The survey resulted in 171 valid responses, which was heavily uneven regarding the age of the respondents, as well as gender. The research present further confirmation to previous studies, as it displays women as more prone to have stronger, positive attitudes towards environmental marketing than men. However, it also showed that these attitudes do not differ between other demographic groups such as age and education, since the difference in scores where statistically insignificant. Conclusively, the research displayed that positive consumer attitudes towards environmental marketing have a somewhat important influence on purchasing behaviour, as well as declaring Perceived Consumer Efficiency as the biggest determinant behind these attitudes.