Module+2+Individual+Lit+Review

=Individual Lit Review=

Remember our question:

 * **Question**: Are American consumers really "Living Green" based on current marketing strategies
 * **Context**: Individual consumers
 * **Achieve**: To discover if consumers believe/embrace green
 * **Nature:** What consumers consider Green? What does Green look like? Why should Americans go green?
 * **Relationships:** Product consumptions, lifestyles

Lit Review Instructions

 * 1) Brief description of the search strategy including search databases and key term used for searchin
 * 2) List of 4 or 5 relevant articles
 * 3) Response to the questions:
 * 4) How do my selected articles support framing the problem?
 * 5) Do my articles provide evidence that my inquiry topic (problem) is important or has importance?
 * 6) Did I learning anything that I didn’t know? Explain.
 * 7) Did I confirm anything that I already knew? Explain.
 * 8) Did your search explain any new and/or divergent ways of thinking about the topic?
 * 9) Did your search ground your ideas in current efforts by others?
 * 10) Are you proposing a study or methods that have already been carried out by others? If so, how unique are your efforts? Can you justify the need to conduct your study?

VOTE HERE!
//**Report: **Consumers **Want ' **Green**' **Products**, but Not at a Big Price**// || 1 || Gina || Article explains that consumers WANT to buy green || Title of Article: //Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy. // || 4 || Gina LG LE SC || Nice study about the characteristics of folks who want to buy green || //Cultivating the Green Consumer from Stanford Social Innovation Review// || 2 || Gina SC || Report on a study about what is preventing consumers from going green || //Pro-environmental products: marketing influence on consumer purchase decision// || 4 || LG Gina LE SC || Reviews consumer behaviour and advertising to identify how consumers are persuaded to opt for greener products. || // How 'Green' are consumers? // Repeat of Article 7 || 3 || LG LE SC || Discusses how different groups of people perceive themselves as green. ||
 * Article || Votes || Who || Why this article? ||
 * Lea Ann's Article 2:
 * Lorrie's Article 1
 * Sarah's Article 1:
 * Lea Ann's Article 9:
 * Lea Ann's Article 4:
 * Gina's Article 5:

Green Marketing: Can it be harmful to your health? || 1 || Gina || Explains greenwashing. || Do 'Green' Conscious Consumers Practice What They Preach || 1 || SC || I think we should use this one instead of Article 4, more detailed. || Comment on articles: I'm a bit hesitant to vote for the articles that talk about how advertising is misleading, or discouraging consumers from buying products. I think it takes away from the focus of our research question. If you think our lit review should discuss other points, please speak up. (LG)
 * Lea Ann's article 7

Lea Ann's articles - you can view them here:
== [|https://campus.fsu.edu/webapps/cmsmain/webui/_xy-1407415_1-tid_O3gjW9JI] ==

Article 1 (JOURNAL ARTICLE): Search terms: green products consumer - ISI Web of Knowledge database Title: [|Beyond ecolabels: what green marketing can learn from conventional marketing] Author(s): Rex, E; Baumann, H Source: JOURNAL OF CLEANER PRODUCTION Volume: 15 Issue: 6 Pages: 567-576 Published: 2007

Green marketing could learn from conventional marketing in discovering other means than labelling to promote green products. Examples include addressing a wider range of consumers, working with the positioning strategies of price, place and promotion and actively engaging in market creation. Article 2:  Search terms: green products consumer purchase, ProQuest newspapers database Copyright Cygnus Business Media Nov 2007 Port Washington, NY - A majority of American consumers believe it is important to purchase environmentally friendly products for their homes - and purchasing "green-related" home products becomes increasingly important to consumers as they age. That's the conclusion of a recent report from The NPD Group, Inc., a Port Washington, NY-based research firm specializing in consumer and retail information. According to NPD, nearly two-thirds (64%) of consumers surveyed in a recent poll said they felt it was important to "go green." NPD found purchasing environmentally friendly home products to be most important to consumers over age 55.
 * Report: **Consumers **Want ' **Green**' **Products**, but Not at a Big Price**//Anonymous//. **[|Kitchen & Bath Design News]**. Fort Lee: [|Nov 2007]. Vol. 25, Iss. 11; pg. 52, 1 pgs
 * Percent of Consumers Who Rate Eco-friendly As Important, by Product Category ||

"The information in the report is somewhat contrary to the belief that it's the younger generation that is more concerned about going 'green.' It maybe that the older generation is now looking to leave the planet in better shape for their children and grandchildren," said Mark Delaney, director, home improvement. Major appliances were seen as one of the leading, most important eco-friendly products by all age groups of surveyed consumers, the research firm said. All consumers, especially those over age 55, were most concerned about home insulation, researchers added (see related graph). The NPD report also concludes that while consumers are willing to join the "green" crusade, price is an important factor in their purchase decisions. Thirty-eight percent of consumers say they are willing to pay more for environmentally friendly products. Of the other 62%, those respondents told NPD they want to purchase "green" products, but are unwilling to pay substantially more for them, especially in the current economic climate. NPD also found respondents have a "healthy skepticism" around products claiming to be "green." "The issue here is education," Delaney commented. "Manufacturers and retailers need to take the time to educate the consumer about the benefits and long-term savings of ecofriendly products. Only then will these consumers become less skeptical and feel more confident about purchasing 'green' [options] today." Document URL: [|http://proquest] .umi .com/pqdweb ?did=1387281731 &sid=1 &Fmt=3 &clientId=20174 &RQT=309 &VName=PQD

Article 3 (JOURNAL ARTICLE): Search terms: green products consumer purchase, ProQuest newspapers database topic Environmental protection AND Green marketing Sustainability: Consumer Perceptions and Marketing Strategies Seonaidh McDonald, Caroline J Oates. Business Strategy and the Environment. Chichester: May/Jun 2006. Vol. 15, Iss. 3; p. 157 Document URL: [|http://proquest] .umi .com/pqdweb ?did=1020524701 &sid=2 &Fmt=2 &clientId=20174 &RQT=309 &VName=PQD

Studies of green consumer behaviour, in particular purchasing and disposal, have largely focused on demographics and/or socio-demographics, with mixed and frequently contradictory results. To move the debate forward, we investigated a wide range of 40 sustainability activities with 78 consumers, who placed each activity on a matrix according to perceived effort and perceived difference to the environment. Patterns both across respondents and between certain pairs of activities were identified, and we suggest that this model increases our understanding of how consumers view sustainable activities.

Article 4 DON'T USE THIS, SAME AS ARTICLE 7 BUT ARTICLE 7 A LITTLE MORE INDEPTH, sorry for the repeat: Search terms: green consumer purchase, Info Trac One File database "How 'Green' are consumers?(SPOTLIGHT)." __MMR__ 25.19 (Nov 17, 2008): 46(1). __General OneFile__. Gale. Florida State University. 31 Jan. 2009 .

Discusses how different groups of people perceive themselves as green. "For example, two consumer segments who both express "ecofriendly" values in fact display very different shopping behaviors. One group, dubbed "ecocentrics" and composed of high-income, educated urbanites, are committed to buying green products and are willing to change their buying behavior to maintain their beliefs. Another group, called "ecochics," comprised of younger, more trend-influenced shoppers, claimed to embrace environmental concerns but instead tended to return to their favorite nongreen products"

I think this should be used in our lit review because I'm hoping that this is exactly what we'll find in our research.

Article 5: Search terms: green consumer purchase, Info Trac One File database "Shoppers Are Defying the Financial Crisis and Buying Green Products, Says The Boston Consulting Group; Retailers Perceived to Have 'Green' Agendas Are Poised to Benefit From Consumers Choosing to Purchase Environmentally Friendly Products During the Downturn." __Internet Wire__ (Jan 20, 2009): NA. __General OneFile__. Gale. Florida State University. 31 Jan. 2009 .

Shows how globally people are buying green during economic downturn. The desire is still there to buy green.

Article 6: Search terms: green consumer purchase, InfoTrac One File database "Consumer Desire for 'Green' Electronics on the Rise, Says CEA." __Business Wire__ (Dec 10, 2008): NA. __General OneFile__. Gale. Florida State University. 31 Jan. 2009 .

Another article to support desire to purchase green products.

Article 7: Search terms: green consumer purchase, InfoTrac One File database "Do 'Green' Conscious Consumers Practice What They Preach? New Consumer Purchase Data Reveals That Many Do Not!." __Business Wire__ (Sept 29, 2008): NA. __General OneFile__. Gale. Florida State University. 31 Jan. 2009 <http://find.galegroup.com.proxy.lib.fsu.edu/itx/start.do?prodId=ITOF>.

Here's one to promote our research question, are they really buying green when they say they are?

Article 8: Search terms: green consumer purchase, InfoTrac One File database "Consumers Seeing Green but Eco-Challenging Brands to Show Their True Color." __Business Wire__ (July 30, 2008): NA. __General OneFile__. Gale. Florida State University. 31 Jan. 2009 <http://find.galegroup.com.proxy.lib.fsu.edu/itx/start.do?prodId=ITOF>.

They list a methodology to document their research, basically saying that (1) consumers challenge companies to make eco friendly products because of consumers' lack of knowledge of environmental impact, and (2) younger generation has more social responsibility than Boomers.

Article 9 (JOURNAL ARTICLE): Search terms: green purchase behavior InfoTrac One File database Pickett-Baker, Josephine, and Ritsuko Ozaki. "Pro-environmental products: marketing influence on consumer purchase decision." __Journal of Consumer Marketing__ 25.5 (May 2008): 281-293. __General OneFile__. Gale. Florida State University. 31 Jan. 2009 <http://find.galegroup.com.proxy.lib.fsu.edu/itx/start.do?prodId=ITOF>.

Another journal article we can consider for voting: This paper reviews consumer behaviour and advertising to identify how consumers are persuaded to opt for greener products. It reports the results of a consumer product survey using a questionnaire based on the Dunlap and van Liere HEP-NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The respondents were 52 mothers who shop at supermarkets. The results show a correlation between consumer confidence in the performance of green products and their pro-environmental beliefs in general. The findings suggest that most consumers cannot easily identify greener products (apart from cleaning products) although they would favour products manufactured by greener companies, and they do not find the current product marketing particularly relevant or engaging.



Gina's Lit Review
Article 1: Search terms: "green consumer marketing" Don't bother with the green consumer - Harvard Business Review http://www.hbrgreen.org/2008/01/dont_bother_with_the_green_con.html This article explains strategies for marketing to individuals who want to "buy green". The article suggests the best green marketing strategy is "instead of **focusing on a green niche, focus on green behaviors that everyone can aspire to".** Article 2: Search terms: "green consumer marketing" Found this [|press release] from Catalina marketing about a study they did with FMI Sustainability Task Force that "analyzed the buying behavior of over 100 million unique shopper IDs for over 2,000 Green general merchandise products during a one-year period. In July 2007, the research showed an emerging 4.7% of shoppers had purchased a Green product and since then, the number has increased to 5.2% of shoppers". While this is an excellent study, it was based in the UK and our question is focused on American consumers. Background info: [|Green Food Marketing page]

Article 3: Search Terms: "consumer green cleaning products" Consumer Reports: http://greenerchoices.org/products.cfm?product=greencleaning&page=RightChoices Consumer Reports website that explains to consumers ways to choose gree n consumer products.

Article 4: Search Terms: consumer green cleaning products misleading advertising Federal Trade Commission: http://www.ftc.gov/bcp/edu/pubs/consumer/general/gen02.shtm An article written by the Federal Trade Commission (FTC) and the Environmental Protection Agency (EPA) on their guidelines for consumers about evaluating green advertising claims. The guides for the use of Environmental marketing Claims can be found here: http://www.ftc.gov/bcp/grnrule/guides980427.htm

Article 5: Search Terms: Green Advertising Misleading O'Brien, K. A. (1992). Green Marketing: Can it be harmful to your health? //Industry Week//, //241//(8), 56, 4 pgs. This article cites examples of companies that have been fined for false green advertising. The article explains how the FTC first attempts to negotiate with a company that falsely advertises their products as green. If negotiations fail, the company can face fines of up to $10,000 a day.

Lorrie's Articles:
<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Keyword search: misleading green advertising http://www.allbusiness.com/marketing/direct-marketing/598814-1.html <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Title of Article: //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy. // <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">By Lowrey, Tina M. <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Publication: [|Journal of Advertising] Date: [|Thursday, June 22 1995] <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Summary - Research on consumers who identify with being green and their buying habits. While the consumers are overall willing to pay more for green, they are also very distrustful of advertising. <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Keyword search: green consumers <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> [|http://greeninc.blogs.nytimes.com/2008/09/29/the-color-of-conservation-light-green-and-dark-green/] <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Title of Article: //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">The Color of Consumer Consciousness: Light Green and Dark Green //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">By <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> [|James Kanter] <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Publication: New York Times <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Date: September 9, 2008 <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Summary: <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> [|Rolf Wüstenhagen] <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">, an assistant professor at the <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> [|University of St. Gallen]  <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> in Switzerland, wanted to find out what was stopping homeowners and builders from taking up new, cleaner technologies for generating heat in their homes. <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Keyword Search: green consumers <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> http://query.nytimes.com/gst/fullpage.html?res=950DE2DA133AF935A3575BC0A96F948260 <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Title of Article: //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Luring 'Green' Consumers //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">By Michael Freitag <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Publication: New York Times <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Date: August 6, 1989 <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Summary: <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">For six months, Paula Young has been buying environment friendly products like cat litter made from recycled newspaper and trash bags and disposable diapers made with biodegradable plastic <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Keyword Search: Green Consumers <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> http://www.latimes.com/news/local/la-me-trash25-2009jan25,0,5995857.story <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Title of Article: //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">As the economy slumps, so does trash //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">By Jennifer Oldham <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Publication: LA Times <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Summary: Landfills receive less because people are buying less. Sometimes that's good news, but not always. Landfills are loosing money because consumers are recycling more.

<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Keyword Search: green consumers <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Eco-Buyer Beware: Green Can Be Deceiving <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">http://www.time.com/time/magazine/article/0,9171,1840562,00.html <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Title of Article: //Eco-Buyer Beware: Green Can Be Deceiving// <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">By Bryan Walsh <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Publication: Time Magazine <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Date: Thursday, Sep. 11, 2008 <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Summary: Scot case was not happy. Vice president of the environmental marketing firm TerraChoice, Case last year sent his researchers into a big-box retail store to evaluate the green advertising claims of some of the products on its shelves. The results were startling: of the 1,018 products TerraChoice surveyed, all but one failed to live up fully to their green boasts. Words like nontoxic were used in meaninglessly vague ways. Terms like Energy Star certified were in fact not backed up by certification. <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Keyword search: green consumers <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> http://www.palmbeachpost.com/business/content/business/epaper/2008/11/03/a9f_greenwashing_1103.html <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Title of Article: //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Some products' 'green' claims misleading, false //<span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';"> <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">By Susan Salisbury <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Publication: Palm Beach Post Staff Writer <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Date: Monday, November 03, 2008 <span style="font-size: 10pt; color: black; font-family: 'Calibri','sans-serif';">Summary: Article is about Greenwashing, which is the act of misleading consumers regarding the environmental practice of a company or the environmental benefits of a product or service. The article list 6 patterns in greenwashing along with examples of greenwashing. Keyword search: Consumer Green Studies http://makower.typepad.com/joel_makower/2007/09/whats-behind-th.html Title: What's Behind the Green Consumer Research? By Joel Makower Publication: His Blog, He writes books about 'Green" Date: ? Here's what I found interesting - So, what's keeping consumers from doing more? Greener products are "too expensive," say 74% of consumers, while 61% say they don't work as well. Fifty-five percent believe that "many 'environmentally safe' products are not better for the environment." (So much for believing product labels.) I thought this might be the basis of our research - We could interview people to find out what they do and why they don't do more.

Sarah's part:
Here is my literature review. I found 4 articles and wrote them up using Tristan's template. Please feel free to provide feedback:) I was unable to get the audio to work in the course chat last night, so I didn't hear anything Tristan had to say about the sources for the lit review. Please let me know if they have to be peer reviewed journal articles or if newspaper articles, etc will work. I found another article, but upon reading it decided to scrap it. I will keep looking for another one.

Article 1
Search terms: green consumers Cultivating the Green Consumer from Stanford Social Innovation Review http://www.ssireview.org/articles/entry/cultivating_the_green_consumer/

Article 2
Search terms: green consumers Green Consumers- Myth or Reality? from Organic Consumers Association http://www.organicconsumers.org/Organic/greenism.cfm

Article 3
Search terms: green consumers Today's Oxymoron: the green consumer from the San Francisco Chronicle http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2008/03/12/HOCNVEA70.DTL

Additional Articles (if you can find them:)
Determining the characteristics to profile the "green" consumer: an exploratory approach- International Review on Public Nonprofit Marketing, Vol 5, No.2, Dec 2008, pp. 129-140

Environmental Segmentation Alternatives: A Look at Green Consumer Behavior in the New Millenium- Journal of Consumer Marketing, Vol 16, Issue 6, 1999, pp. 558-575

A Network Approach to Understanding "Green Buying": A Literature Review (This was the website online that listed some of the other articles listed here)

Drumwright, M. 1994. Socially Responsible Organizational Buying: Environmental Concern as a Non-Economic Buying Criteria. Journal of Marketing, 58 (July): 1-19.

Beyond the Greening: Strategies for a Sustainable World- Harvard Business Review Article

Targeting consumers who are willing to pay more for environmentally friendly products- Journal of Consumer Marketing

Sustainability: Consumer Perceptions and Marketing Strategies- Business Strategy and the Environment, Vol 15, Issue 3, pp. 157-170

(There were a lot more resources listed in the lit review mentioned above. From the initial search I did, it looked like you had to buy a lot of the articles. Maybe you guys can help find them.)