Lea_Ann's_Lit_Review

//**This is the review without the proper citations, just references to article numbers. I'll add those later in the final version.**//

“Going Green” is a phrase that has been in the spotlight in recent years. As we realize the environmental impact we are having on the Earth, our concern is rising about how the environment will be for our children and grandchildren. The problem our group has identified is to what extent are consumers actually purchasing environmentally-friendly products when consumers claim they are environmentally friendly. The literature I selected supports this problem, along with underlying factors leading to the lack of purchasing green products.

According to (7), a study was conducted to determine whether green products were purchased that focused on age groups. It was discovered that older adults were more likely to purchase green products repeatedly and read nutrition labels to select healthier, organic foods. Younger adults were more likely to purchase green products but not on a regular basis and did not maintain healthy diets. Another factor was the perception of effort and difference in lifestyle in living green. Surveys indicated that if the effort was great to either purchase a green product or make a lifestyle change, consumers were less likely to do so (3).

Clearly there is a desire to go green. Consumers are looking for green products, such as in the home furnishings industry, however they do not want to pay an exorbitant cost to purchase these products (2). Consumers also expect to see green products, as in the electronics industry. They look to companies to offer environmentally-friendly products (6). Consumers want to purchase green products but they expect more from the manufacturers. They want companies to produce these products and offer green alternatives (8).

A surprising fact that was discovered was that even in our bad economic times, consumers are still purchasing green products (5). It was assumed that because green products cost more in most cases, that there would have been a downturn in the purchase of these products. However, It was not surprising to read in the literature that consumers are more likely to make changes in their lifestyles to go green if there is not much effort. When recycling was not as commonplace and as easy to putting items in a special box provided by garbage service, people were less likely to recycle. It took a long time for consumers to become accustomed to separating items for recycling. The same can be said for purchasing green products and practicing green lifestyles.

After searching for information about consumers and green products, it was discovered that marketing techniques are being used to promote products. Although this is not a new or divergent way of thinking, it brings to the forefront information about how to increase the purchasing of green products. Studies suggest that more aggressive product placement in stores can encourage the purchase of products (1). Packaging also needs to be considered to increase awareness and value of going green (9).

The literature showed what has been perceived about green purchasing – that more consumers claim to buy green than are actually buying green. Our group wants to explore why there is a gap in the desire to buy green and the actuality of buying green. It is hoped that with survey data collected, that it will serve as a basis for reducing the gap so that consumers are more aware of their purchasing behaviors and make a change for the better to improve the quality of our environment.