Understanding Green Consumer Behaviour

This study of environmentally-friendly consumers examines basic aspects of the working of the human mind. It adopts an interdisciplinary approach drawing on insights from management theory, psychology and anthropology to consider how consumers develop "meaning" regarding green products.
This study of green, environmentally-friendly consumers, examines basic aspects of the working of the human mind. The book adopts an interdisciplinary approach drawing on insights from management theory, psychology and anthropology as well as the author's own field research. This comprehensive interdisciplinary framework allows the author to develop an understanding of the entire cgnitive process, addressing such issues as: how do consumers develop "meaning" regarding green products?; how are such processes subconciously structured by certain activities of the mind?; and how intelligent and successful are consumers in assessing the environmentally-friendly attributes of products in everyday life?