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1、InternationalJournalofConsumerStudiesISSN1470-6423PreferenceforgreenpackaginginconsumerproductchoicesDoconsumerscare?JoonasRokkaandLiisaUusitaloDepartmentofMarketingandManagement,HelsinkiSchoolofEconomicsHSE,Helsinki,FinlandKeywordsAbstractConsumerpreference,productchoice,environmentalpackaging
2、andlabels,conjointInthispaper,consumerenvironmentalchoiceisstudiedbyanalysingtherelativeimpor-analysis,segmentation.tanceofgreenpackagingwhencomparedwithotherrelevantproductattributes.Theempiricalstudyisbasedonachoice-basedconjointanalysisofpreferencesforfunctionalCorrespondencedrinkproductsofa
3、sampleof330consumersusingtheseproducts.Ourchoice-basedJoonasRokka,DepartmentofMarketingandapproachonenvironmentalbehaviourbringsnewinsightstopreviousresearch,whichManagement,HelsinkiSchoolofEconomicspredominantlyreliesonattitudemodels.ResultsindicatethatconsumersdifferintheirHSE,POBox1210,Helsi
4、nkiFIN-00101,preferencesforpackaging,brand,priceandconvenienceofuseofdailyproducts.Finland.Inaddition,variousdistinctiveconsumersegmentscanbeidentifiedonthemarket.Con-E-mail:joonas.rokka@hse.fitrarytoseveralpreviousstudies,wefoundthatthelargestconsumersegment,one-thirdofconsumers,favouredenvironm
5、entallylabelledpackagingasthemostimportantcriteriaindoi:10.1111/j.1470-6431.2008.00710.xtheirchoice.Thefindingsemphasizetheincreasingimportanceofethicalandenvironmen-taldimensioninproductchoices.Wealsoproposethattheattentioninenvironmentalconsumerresearchshouldbeshiftedfromgeneralattitudestudies
6、towardsthestudyofactualproductchoices.environment-friendlypackaginginthechoiceofdailyproducts,Introductionwhichissofarafairlyunder-researchedarea.Discussionsonmarketingethicsandcorporatesocialresponsibil-Theoretically,thispaperbuildsonideasfromtheenvironmentalityhavepresentedconflictingviewsonth
7、evalidityoftheapproachbehaviourparadigmandmodelsofconsumermulti-attributeinmarketingandconsumerstudies.Ithasbeenclaimedthatthechoiceinasensethatweinterpretenvironmentalchoiceasaongoingdebateeitherfailstogiveadaptabletheoreticalins
