Abstract
This research seeks to ascertain whether an agricultural firm's social and environmental positioning affects consumers' perceptions of the attributes of its products. Results showed that companies that are perceived to be more socially and environmentally conscious received better ratings for their produce in terms of quality and freshness. In addition, consumers reported that they would be willing to pay more for food grown by socially and environmentally conscious firms.
Original language | American English |
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Journal | Default journal |
State | Published - Jan 1 2012 |
Keywords
- Green marketing
- Environmental marketing
- Positioning
- Corporate social responsibility
- Experimental design
Disciplines
- Business
- Marketing