Green consumers in the Basque Country and Quebecdifferences and implications for marketing
- Silva, Emilio José de Castro (coord.)
- Díaz de Castro, Francisco José (coord.)
Argitaletxea: Asociación Española de Dirección y Economía de la Empresa (AEDEM)
ISBN: 978-84-691-5667-4
Argitalpen urtea: 2008
Orrialdeak: 294-308
Biltzarra: Asociación Europea de Dirección y Economía de Empresa. International Conference AEDEM (17. 2008. Salvador de Bahía)
Mota: Biltzar ekarpena
Laburpena
This paper is devoted to find the main factors that make it different the consumption of environmentally friendly products in two different markets. Although population from Québec (Canada) and Basque Country (Spain) show a similar level of environmental consciousness, environmental knowledge and attitudes, the consumption of environmentally friendly products is pretty different in these regions. Therefore, we analyze the variables related to the environmental purchase process in order to compare such differences from the point of view of consumer�s costbenefit analysis. Results show that the lower purchase of green products in Basque Country may be due to obstacles regarding the marketing strategy of firms (lack of supply and unreliable communication, mainly). So, while firms in Quebec have overcome these obstacles, Basque firms seem not to have done it yet.