Michael Jay Polonsky

TL;DR: In this paper, the authors discuss why the three groups above have had difficulties in embracing environmental issues, thus impeding real transformative green marketing from occurring, and propose to look for new ways of calculating and communicating value that integrates environmental value.

TL;DR: In empirical marketing studies, vignettes are increasingly used to develop measurement scales, assess public/organizational policy, and study key variables in judging the decisions or actions of a protagonist.

TL;DR: In many cases, the inclusion of environmental issues in the marketing mix is largely motivated by the organization's desire to address consumers' increasing level of environmental awareness as mentioned in this paper, however, producers face three problems when they attempt to utilize environmental marketing: a lack of credibility; consumer cynicism; consumer confusion over claims.

TL;DR: Using the Theory of Reasoned Action (TRA) as a guiding framework, this article presented a structural equation model that tested the relationships between carbon and environmental knowledge, environmental attitude and behaviour using a sample of US consumers.