Abstract

Entering into the 21st century, sustainable living has become a popular topic of concern for scientists and engineers, politicians, news reporters and individuals alike. Most importantly though, sustainable living has become popular to the modern consumer, and many firms are attempting to understand and cater their efforts to the ecologically conscious consumer. Previous studies have shown that the use of psychographics, as opposed to demographics, result in more significant results that can help firms identify ecologically conscious consumers. The purpose of this thesis is to examine the relationship between consumers who identify as pescetarian, vegetarian, or vegan, and their respective participation in the green movement in terms of their pro-environmental attitudes and their purchase behaviors. Consumers' reason for choosing an alternative diet, their relative commitment to the alternative diet, as well as their level of green participation based on the New Ecological Paradigm (NEP) scale and the Ecologically Conscious Consumer Behavior (ECCB) scale was measure and analyzed. Additionally, a conclusion and discussion of the study, potential marketing implications, and suggestions for future studies will be reviewed.

Notes

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Thesis Completion

2014

Semester

Spring

Advisor

Massiah, Carolyn

Degree

Bachelor of Science in Business Administration (B.S.B.A.)

College

College of Business Administration

Department

Marketing

Subjects

Business Administration -- Dissertations, Academic; Dissertations, Academic -- Business Administration

Format

PDF

Identifier

CFH0004582

Language

English

Access Status

Open Access

Length of Campus-only Access

None

Document Type

Honors in the Major Thesis

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Included in

Marketing Commons

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