Keywords

Eco-labels; Consumer trust; Sustainability; Green marketing; Focus group research

Abstract

Sustainability in the United States trends a new marketing demand for eco-labels yet brands often skip regulation to obtain these labels and break consumer trust. The country currently has over 200 eco-labels, leaving consumers overwhelmed and confused. In the present study, 3 focus groups of 6-8 participants were interviewed about their opinions, perceptions and attitudes towards eco-labels. A thematic analysis of the focus group audio was completed. The results indicated that participants desire products with eco-labels yet paradoxically distrust eco-labeled products.

Notes

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Graduation Date

2020

Semester

Spring

Advisor

Yu, Nan

Degree

Master of Arts (M.A.)

College

Nicholson School of Communication and Media

Department

Communication

Degree Program

Communication

Format

application/pdf

Identifier

CFE0007944; DP0023084

URL

https://purls.library.ucf.edu/go/DP0023084

Language

English

Release Date

May 2020

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Subjects

Eco-labeling; Consumers' preferences--Environmental aspects; Green marketing--Standards; Environmental policy--Psychological aspects; Consumers--Attitudes

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Communication Commons

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