385 Research Paper 1

How the Increased Focus on Environmental Sustainability Effects Marketing Efforts
Group 4: Scott Douglas, Talia Mastroianni, Abby Rishty, Jessica Shuler

MKTG 385: Consumer Behavior, Prof. Kelley Naletelich
7 December 2021
INTRODUCTION
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In recent years, brands have put more of an emphasis on environmental sustainability due
to consumers' growing concern for climate change and other environmental issues. Despite the
majority consensus of the existence and implications of climate change, consumers have varying
ideals when it comes to incorporating sustainability into their purchase decisions. With the
varying perceptions of environmentally friendly products, this research is aimed to answer the
question of how the growing need for environmentally sustainable companies and products
create new opportunities for marketers. To get the answer to this question, research will first
uncover the average purchasing trends of young adults. It will also provide insights to how aware
young adults are of environmental issues and how much they value environmentalism in their
everyday purchasing decisions.
Green marketing has become a trend in large corporations in response to societal pressure
to adopt sustainable practices as their corporate social responsibility. There are several benefits
to sustainable practices throughout all stages of the business development. These benefits include
creating competitive advantage, increasing efficiency and tapping into new markets. However,
many brands utilize green marketing in a disingenuous way, which can be very obvious and off-
putting to consumers and can lead to a decline in success. This research study also aims to
discover how perceptive consumers are to green marketing and strategies for companies to use
green marketing in a genuine way.
By interviewing college students between the ages of 18 and 25 from various economic
backgrounds, the research is designed to gain insight into what strategies and tactics can be
implemented into green marketing techniques that will bode the highest success for companies.
The goal is also to uncover what aspects of current green marketing techniques should be
focused on versus the aspects that are better left out of marketing. Included below is the research
and interview process including how and why they were conducted, what themes were exposed
from those interviews and how that affects green marketing efforts moving forward.
PRIMARY RESEARCH
Interview Process
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In the beginning stages of the interview process, questions were formulated around the
specific research question: How can the growing need for environmentally sustainable
companies and products create new opportunities for marketers? Questions were formulated to
be qualitative and gain insight from interviewees. The interviewers created fifteen questions that
revolved around purchasing habits and personal views on the environment. The order of
questions was intended to begin the interview with questions pertaining to the interviewee’s
personal buying habits. As the interview progressed, interviewers intentionally shifted questions
towards environmentally friendly habits the consumer may follow. To complete the interview the
final questions are specifically to tie personal values, environmental consciousness, and college
together. Individually, each group member conducted three separate interviews. All interviews
were audio recorded. After all interviews were conducted, each interview was thoroughly
transcripted.
This group of interview participants was chosen because the target audience is college
students aged 18-25 of all genders from various socioeconomic backgrounds, who also care
about making environmentally ethical purchase decisions. The researchers narrowed down on
this target market for several reasons. In general, college students are more perceptive to issues
regarding the environment and climate change, as well as green marketing techniques. A study
from the Journal of Business and Management found that 91.6% of student survey respondents
were familiar with green marketing and had some perceptions of what it meant to them (Yusuf).
Although not all respondents accurately understood the concept of green marketing, it is a
growing topic and career path. College students will soon be a part of the corporate world and
making decisions that affect marketing trends. College students are also a part of Generation Z,
who have a purchasing power worth over $200 billion. The buying patterns formed by
Generation Zs as young teens will follow through life. For this reason, it is crucial to identify
their buying habits so companies know how to market to them long term.
Additionally, college students were chosen as the audience and participants because most
universities have taken steps to be more sustainable and increase student knowledge on
environmental impacts. A study from the journal of Sustainable Education found that 75% of
participating colleges had “full time staff dedicated to sustainability initiatives and committed to
carbon neutrality through wind, solar, or geothermal energy production (Burke, Rosentrater).”
College efforts to be more green greatly affect the everyday lives of the students who attend the
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school, which is why their opinions are crucial data to collect. Colleges are making a greater
effort to educate students on environmental advocacy. In a more general sense, an Istanbul study
on green consumerism concluded that “environmental consciousness is higher in a group with a
high educational level unlike other groups (Boztepe).” These aspects as well as the curious and
open mindset of students make them the ideal target audience to study how marketing efforts can
be influenced by environmental issues.
Participants
Interviewee Age Occupation

Kelly 22 Senior at James Madison University
Sandra 21 Senior at James Madison University
Emily 21 Senior at James Madison University
Alex 21 Senior at James Madison University
Kendra 20 Junior at James Madison University
Rosie 20 Junior at James Madison University
Sarah 20 Junior at James Madison University
Marie 22 Senior at James Madison University
Rebecca 22 Senior at James Madison University
Matt 23 Senior at James Madison University
Elizebeth 25 Senior at James Madison University
Jason 20 Sophomore at James Madison University
Research Questions
1. What do you value most when buying a product/item? Price, brand, quality, etc..
2. In recent shopping trips, what factors have led you to buy a product?
3. Are there any qualities of a product that lead you to NOT buy it...any deal-breakers? -
What are they?
4. What does environmental sustainability mean to you?
5. How do you feel when you see products being promoted as eco-friendly or sustainable?
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6. If there are any, what sustainable practices do you value most?
7. Have you taken any steps in your everyday life to “be green”? -Why or why not
8. What products come to mind when you think about sustainability and eco-friendly
products?
9. Do you believe that your individual environmental efforts make a difference to the
overall issue of climate change? -Why or why not?
10. Do you actively seek out brands and products that promote sustainability? -Which
brands...tell me more etc…
11. Have you changed what products you buy/have bought based on the sustainability of
them? -Tell me why it is or is not important to you
12. Have you noticed any changes in the way companies advertise their products? -If yes,
elaborate.
13. Would you be willing to spend more money on environmentally green products? -If yes,
how much more money would you be willing to spend, if not why not?
14. How do you feel about companies pushing to be more “green”?
15. How do you feel about college campuses' efforts to be more eco-friendly?
ANALYSES AND RESULTS
Jessica’s Themes:
Over the course of the study interviewee’s brought up several common themes when it
came to their thoughts on environmentally green products. Most commonly was their
overarching concern regarding price and whether or not their investment in an environmentally
green product would be “worth it” or not. When discussing the possibility of purchasing an
environmentally friendly product one interviewee stated, “If I come across some
[environmentally sustainable product] like “oh that’s interesting” or “maybe I’ll look into it” but
a lot of times they’re more expensive” (Kendra) , implicating that there in an interest in
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environmentally sustainable products but an increased price is a deterrent. This theme mainly
came across in the discussion of if the product was reusable or if it was a single-use product.
Interviewees' willingness to spend money on an environmentally green product if it would last
them a long time, but there did not seem to be a specific correlation to the amount more willing
to spend and the long term gain of the reusable product; this amount varied greatly based on the
interviewee. When asked specifically how much more they would be willing to spend on
environmentally friendly products Alex stated “ I think if it’s like 10% higher than like a typical
product that’s not environmentally friendly I would probably avoid it”, meanwhile Kendra said
that she was going to invest in an Ipad to help prevent paper use for note-taking in her classes.
There was a comprehensive negative connotation with single use products, specifically plastics,
as depicted when Rosie stated “wastefulness is a big thing for me. Umm, and consumerism and
kind of like lead to wastefulness. Umm, so I’m conscious of that”, but consumers did not want
to see noticeable change in their products effectiveness and did not want to feel like there was a
difference between the environmentally friendly products and the ‘standard’ products. Overall
consumers showed an acknowledgement towards the need for environmentally sustainable
practices, but were limited to their own limited preconceived knowledge of what environmental
sustainability meant. Each interviewee focused on one or two topics of environmental
sustainability, based on their own previous experiences, and didn’t seem to be aware of other
potential environmentally sustainable practices. Lastly, all members interviewed mentioned that
they did not feel that their individual contributions made a difference and that it would take
larger scale change to make an impact on the current climate crisis.
Abby’s Themes:
In all three of the interviews conducted, each participant said they prioritized price as the
top thing they valued when buying a product. Going along with that theme, price was a common
discussion as more questions were asked specific to sustainable and green products. They all
stated that they do or would consider purchasing a sustainable product as long as it wasn’t a huge
jump in price. Marie stated, “I definitely would be willing to spend more, not an absurd amount
more. I don't think it's necessarily worth it as a college student yet but when I have an income I'd
definitely be wanting to spend more on a certain product (Marie).” Another theme evident in all
three interviews was the consciousness of sustainable products in place of single use plastic
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products. Some of the examples the participants discussed were makeup products, plastic bags,
plastic straws, and plastic feminine hygiene products. Marie stated that she reuses “a lot with my
feminine hygiene products. My brand is called Lena and they do menstrual cups and so that's
what I look for when I buy (Marie).” Another prominent trend was the feeling of self efficacy,
which some participants felt more than others. When asked if they believe their individual efforts
make a difference to the environment, Rebecca stated that she had a “extremely minuscule
impact but I think it's better than I'm trying (Rebecca).” Similarly, Marie answered that she
definitely thinks her efforts make a difference, however she knows “we're not the main problem
with the environmental issues going on (Marie).” In general, the participants had some feelings
of self efficacy in feeling as though they make a small difference, however they don’t have the
power to make huge changes.
Talia’s Themes:
All three of the interviewees come from very different backgrounds and have different
purchasing tendencies. However, surprisingly all three of the participants had the same two
overarching values when purchasing a product: quality and price. In terms of quality, the
interviewees said that quality is one of the main factors in purchasing a product. Ironically this
“value” did not translate when discussing willingness to spend more on an environmentally
friendly product. Two of the three were willing to spend more money on purchasing an
environmentally friendly product to a certain extent. The two answered “yes” but stated they
would only spend more to a certain extent, especially if it was a product that is not used in their
everyday lives. The participant that was unsure if she would spend more elaborated by
explaining, “I can see myself like graduating, getting a job and being more independent and
definitely going for things that, um, are more sustainable.” When asked “Have you taken any
steps in your everyday life to be green?”, none of the participants mentioned purchasing items to
help with this. Rather than spending money on products to help the environment, the
interviewees performed actions. Common steps they said they were taking to be green were
reducing their plastic, water, and electric consumption. This commonality links directly back to
the common theme of price. Instead of purchasing to help the environment, they are reducing
their personal consumption. All of the interviewees agreed on the idea that individual
environmental efforts are a good step towards improvement. However, a theme of the need for
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larger change needs to be made to make a significant impact on the earth. One participant
suggested that , “specifically big corporations need to go more green and like to lessen their
carbon output” (Sandra).
Scott’s Themes:
The first theme was that each of the individuals interviewed had completely different
answers when it came to what led them to purchase a product. Yet when asked what would stop
them from buying a product, the answer was always that the price would be the biggest factor
stopping them from making a purchase. The individuals interviewed stated that they felt better
about buying products that are environmentally friendly, and that they have noticed a huge
amount of companies are marketing their products to them as environmentally friendly. That
being said they were all skeptical about items that stated they were environmentally friendly.
One individual said that she must do her own research before believing a product is as
environmentally friendly as it states it is. When asked if they would be willing to spend more
money on a product because of its environmental sustainability, the individuals interviewed did
not feel like spending more money was an option for them right now as college students. But
they stated that in the future when they have a higher income they would consider paying the
higher price. All of the individuals interviewed stated that they care about the environment, but
they struggled to think of things that they did in their daily life to benefit the environment. They
were all convinced that their individual impact did not have a large effect on the environment.
The students that were interviewed had positive views of the efforts by James Madison
University to have a more eco-friendly environment, but they all stated that they would like to
see James Madison University do more than they currently are.
Overall Themes
Throughout the twelve interviews, participants who were interviewed had a wide range of
perceptions, motives, and experiences that led them to purchase a product. Although diverse
responses were recorded, recurring themes were identified that could aid marketers in buying
behaviors of college aged individuals. The most frequent recurring themes that occurred during
interviews were the importance and consciousness of price, individual impact of interviewers on
the environment, awareness of environmental issues, and the wastefulness of certain products
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and activities. These themes were identified several times throughout the several interviews, and
were therefore chosen to be the focus of future marketing efforts and recommendations.
Theme 1: Price Conscious

An overarching theme that was identified is how price conscious the interviewees were.
Each of the people interviewed mentioned that price plays a role in which products are bought,
with various amounts of sensitivity. Marie stated that she looks at price in terms of the longevity
of the product “Price if it's obviously not going to last long” (Marie), indicating that she would
only be willing to spend more on a product if the longevity made it worth the increased price,
meanwhile Jason specified that while right now he is not willing to purchase environmentally
sustainable products due to a lack of income, once he does have a steady income he will be
purchasing environmentally sustainable products, “Now? No. When I have income, yes” (Jason).
This response indicates that as a college student, he has an interest in environmentally friendly
products, but the present isn’t the opportune moment for him to be investing in potentially more
expensive products. Additionally, another interviewee stated “the effectiveness of the product
would have to increase. Like if the green product was more effective than the regular product yes
I would pay more for it” (Rosie). Throughout the various interviews it became clear that price is
an important factor for consumers, but the way that it influences purchase decisions in regards to
sustainable products varies greatly by the individual consumer.
Theme 2: Individual Impact

An overall theme identified in all interviews is that although individual efforts are a
suitable starting point, larger changes need to be made in order to help save the planet. At an
individual level, making efforts and doing environmentally friendly tasks is most definitely
helping the environment. However, an overall theme among our interviewee’s is that larger
changes need to be made to impact the environment on a larger scale. When interviewees were
asked, “Do you believe that your individual environmental efforts make a difference to the
overall issue of climate change?” , multiple of the revealed they would like to think they were.
Afterwards, they admitted they were doubtful whether their individual efforts were actually
making a difference in the environment. A common theme within individual impact is that
interviewees agree that if large corporations begin to “go green,” it can not only make a larger
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impact but also change people’s everyday habits. If someone is purchasing a product everyday
that is bad for the environment, and that product’s founding company alters the product to be
environmentally friendly, it could greatly affect the plant. Large corporations have the capability
to change what products we use in our everyday life, and make day-to-day products green to
make a difference to the overall issue of climate change.
Theme 3: Awareness
Individuals interviewed consistently showed awareness about the idea of Environmental
sustainability. Each person interviewed was able to give an in depth answer about what
environmental sustainability meant to them. While each answer varied a bit from person to
person, they all understood the importance of climate change and environmental sustainability.
This understanding of the problems we are facing led to many of the individuals interviewed to
speak about how they have made changes in their life to lessen their impact on environmental
damage. For example, a large number of individuals stated that they had made changes to their
shopping habits based on environmental awareness. As well as changes in their actions on a day
to day basis. Additionally another point of awareness was in the amount of green marketing that
is taking place in advertising and product development. Many of the people interviewed
commented on how often they notice products being advertised as “green” or “environmentally
freindly”. The majority of people interviewed stated that they had positive feelings about these
companies and college campuses pushing to be more environmentally friendly.
Theme 4: Wastefulness
Overall, most interviewees were aware and conscious of some of the wasteful tendencies
they had in everyday life. Additionally, many spoke about different ways that they contribute to
sustainability. Most of these efforts included ways that they decrease the amount of single use
plastic consumption. For example, interviewers Sarah, Kendra, and Marie all spoke about
switching from single use plastic straws to reusable metal straws. Interviewee Rebecca discussed
other forms of waste that she actively tries to subside like single use Keurig coffee cups and
plastic bags. On a larger magnitude, most interviewees shared opinions on how college
campuses, James Madison University in specific, either help or contribute to the waste epidemic.
In Alex’s interview, they shared that they didn’t think JMU was doing enough and proposed that
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“JMU needs to focus on waste reduction and the bus system because most students who live off
campus drive and to cut down on carbon emissions it’d be good to have better bus systems
(Alex).” On an even broader level, both Sandra and Marie discussed the ban on plastic products
in Virginia. Marie stated that “we have our mandate from the governor banning all plastics so we
don't use straws anymore, they don't offer lids for your drinks, they don't offer plastic bags
anymore (Marie).” In general, the interviewees were very conscious about wastefulness factors
in their personal life as well as their community. Along with being conscious of wasteful
tendencies, they provided tactics and solutions on how to decrease waste.
IMPLICATIONS
From the use of thematic analysis, implications were found that could possibly influence
potential strategic marketing decisions in the future. As a result from interviews, the first
implication found is Public Policy focusing on a large national movement for sustainability
would likely be supported. Another implication found is that charging more for a product may be
justified by the sustainability of the product, but may not be the best way to gain consumers.
While all of the interviewees are college students, it's acknowledged that college students may
not be the ideal consumer for environmentally friendly products. Likewise, another implication is
college students may not be ideal consumers for more expensive sustainable items. They’re
interested in sustainable products, but want them seamlessly implemented into their already
existing purchases. Lastly, the conclusive implication is not only can companies spend more
effort advertising their product, but also make their brand sustainable in various ways other than
just advertising.
1. Public Policy focusing on a large national movement for sustainability would likely
be supported.
Although many of the individuals showed understanding regarding the
importance of environmental sustainability, they generally felt that their individual efforts
did not affect the larger issue of global climate change. Several of the interviewees
implied that they would make significant changes in their day-to-day habits if they felt it
would make more of a difference. There was an overall consensus between those who
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were interviewed that a large-scale effort would need to be made in order to see
noticeable change. Some external influences that may have an effect on this may be what
culture the interviewee is from or what their social status is. Additionally, if consumers
feel like their individual efforts to be green are not having an impact, that may be one
reason why they are less enticed to invest in more expensive eco-friendly products.
Moving forwards, in order to combat the feeling in individual effort, companies and
agencies can create policy that creates large scale change. The companies involved can
then use those environmentally sustainable changes in their marketing to help consumers
feel that with their purchase they are supporting a larger movement to be more eco-
friendly. Companies can also more readily advertise what sustainable practice they use in
large-scale advertising to improve the overall brand image of their product. Using this
information, marketers can also focus their branding on more large-scale impacts, instead
of the day-to-day individual based green marketing that is currently the focus of eco-
friendly marketing tactics.
2. Charging more for a product may be justified by the sustainability of the product,
but may not be the best way to gain consumers.
Creating a product that is more environmentally friendly can sometimes raise the
cost of materials for that item, it can also increase their prices due to the change in
manufacturing that is often required. Additionally, many companies offer
environmentally sustainable products but only at a premium price. Despite many of our
interviewees stating that they would be willing to spend more on an environmentally
sustainable product either now or in the future, it was also stated that several of out
interviewees would only be willing to limited amount more, or would need to feel more
financially stable before they could invest in eco-friendly products. The increased price
was especially a concern for the college aged demographic who often do not have the
extra resources to spend more on their purchases. For example, Elizabeth, one of the
interviewees, mentioned her appeal towards environmentally friendly items and the want
to purchase them more often, but specified she was waiting until after she graduated and
had a more stable income. Several of the other interviewees mentioned not wanting to
spend more on an eco-friendly product unless it worked more effectively or matched with
their preconceived price of what a product should cost. The interviewees' opinions on
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price likely came from their social status and culture, as well as their perception of prices
within the product class, therefore their ideas on what a product should cost likely won’t
change based on the quality of it being eco-friendly. Because of this companies should
market eco-friendly products with the price-conscious in mind, specifying the increased
value or benefit. While premium pricing may be an effective strategy on consumers from
other societal groups, if they were trying to market towards college aged students the
premium pricing may not be as effective. If companies wanted to maintain a higher price
for their eco-friendly products it would be beneficial to focus on other factors that make
the product unique, instead of just the environmental sustainability of it.
3. College students may not be ideal consumers for more expensive sustainable items.
They’re interested in sustainable products, but want them seamlessly implemented
into their already existing purchases.
The interviewees that participated in the research identified the importance of
environmental sustainability in day to day life, but did not want the switch to eco-friendly
products to impact their day to day life. These influences came across in a variety of
ways including how well a product works, the price of the item, and the accessibility to it.
Consumers routinely participated in problem recognition, and some with information
search, but not all of them took the extra step to select an environmentally friendly
alternative selection to their products. The researchers noticed that some frequent
recurring internal influences to purchase decisions included the interviewees attitudes and
perceptions about environmentally friendly products, including their memory of what it
means to be environmentally friendly. The interviewees also displayed evidence of their
demographics playing a large role, such as a few of the females identifying eco-friendly
feminine hygiene products or cosmetics. Despite the differences in what led the
interviewees to be attracted to an environmentally friendly product, few of them took the
step to purchase these products though. What this means for future product development
and marketing efforts is when marketing and creating a product to maintain the ease of
use and put an emphasis on how seamlessly it integrates into day-to-day life, and that
when selecting a target market individuals who do not have a steady income are less
willing to spend more on environmentally sustainable products, despite a significant
interest in them.
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4. Not only can companies spend more effort advertising their product, but also make
their brand sustainable in various ways other than just advertising.
Advertising is a great way to spread awareness of sustainability, however, there
are other other ways a business can become more environmentally friendly. Additional
ways corporations can include being more sustainable in their internal processes. The
interviewees mentioned a relatively narrow understanding of what being environmentally
friendly is, frequently mentioning similar methods of being eco-friendly. By advertising
what sustainable practices companies use outside of just the products consumers are
receiving may grow the amount of eco-friendly products consumers regularly purchase.
Offering remote work, using sustainable products within company buildings, and
educating employees are only a few of the ways companies can promote sustainability. In
terms of the internal influences within the company, this could potentially promote brand
positioning by improving the perception of the overall company and growing positive
attitudes towards the company. An interviewee was speaking about choices she has made
when purchasing a product based on sustainability she said, “that's like super unhealthy
for our climate. And for the workers, like working there (Sandra).” implying that what
happens behind the scenes of a company also matters to consumers. Brand positioning
has both cognitive and affective association tied to it; if consumers learn that the
company educates employees on sustainability and treats them with respect, this could
aid in promoting the brand. By expanding on what it means to be environmentally
friendly, companies can use that in their marketing in order to capture a larger percentage
of consumers selecting their product over their competitors.
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CONCLUSION
Environmental advocacy is a movement that has exponentially risen in popularity over
the last decade. Along with the increased awareness and passion for environmental sustainability,
society has turned to large corporations to set a precedent and example for ethical and
sustainable consumption. Additionally, environmental sustainability has opened up a significant
opportunity for companies to implement green marketing techniques. Through this study, the
goal of the researchers was to discover how the increased focus on environmental protection
offers a marketing opportunity and how companies can in turn market their products in the most
appealing way to consumers. The researchers chose to focus specifically on college students
because they are part of Generation Z, a generation that has the tendency to stick with the same
buying patterns they gain as a teen, so it is important to target and assess their buying patterns
now.
The researchers first began to answer this inquiry by developing interview questions that
would provide insight into consumer buying behavior surrounding environmentally friendly
products. Initially, the interviewees were asked about general consumption patterns and values
when making purchase decisions, the questions then got more specific into what they knew about
environmental sustainability. Finally, the questions were narrowed down to identify what ways
consumers made sustainable choices in everyday consumption and their overall opinions on
environmentally conscious products. Once the interviews were conducted, several common
themes became apparent. The themes that were identified were price consciousness, individual
impacts, environmental awareness and wastefulness.
The themes found throughout the twelve interviews gave the researchers insight into what
college students were aware of in terms of environmental sustainability, what aspect of
consumption they valued most, what sustainable products they currently use, and how open they
are to sustainable consumption and green marketing techniques. After these themes were
addressed, the researchers were able to discover the implications of the study which began to
answer the research question: how can the growing need for environmentally sustainable
companies and products create new opportunities for marketers? The researchers narrowed down
four major implications. The first implication is that if companies marketed their products in
such a way that sheds light on contributing to a larger movement, consumers would be more
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inclined to purchase. This conclusion ties into the idea of self efficacy and the overall opinions
that individual efforts do not make an impact on the big picture eco-friendly movement. The next
conclusion is that if companies find a way to manufacture sustainable goods in a way that won’t
disrupt the price, they would be more successful and people will be far more inclined to purchase
that item. This was concluded based on the price sensitivity of college students and the concern
of eco-friendly products not being worth the investment. The next implication is that developing
products and marketing them with the easiest transition into consumer’s everyday life will bode
the most success. Several of the interviewees mentioned not purchasing eco-friendly products
because it would disrupt their day-to-day pattern, and that they didn’t want to have to change
their habits in order to be sustainable. Lastly, it was concluded that in order for companies to
market in the most ethical way, they need to have sustainability implemented throughout their
business processes. This includes their manufacturing processes, product waste disposal and
ethical work forces. The interviewees mentioned a relatively narrow understanding of what it
meant to be environmentally friendly, and so if companies marketed varying ways of being eco-
friendly and show that being sustainable can mean more than just the product itself, consumers
may be more willing to choose more eco-friendly products.
The overarching reason behind conducting this study is that the purchasing power of
consumers is enormous and can collectively make a huge difference to the health of the
environment. Environmental sustainability will only be successful if consumers feel inclined to
buy into green products, which is why collecting research on how to successfully market green
products is crucial. College students are going to be the future societal leaders, large consumers,
and corporate workers. Their awareness and willingness to contribute to sustainable practices
will influence the way all companies market their products and run their companies.
APPENDIX 1
Interview #1 (Kelly):
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What do you value most when buying a product slash item?
I think that I value, um, the quality of a product and its price.
In recent shopping trips, what factors have led you to buy a product?
Um, probably the appearance of it. And, um, like maybe how much I want it or need it.
Are there any qualities of the product that lead you to not buy it? Any deal breakers?
Um, if there's another product that's cheaper, that does the same thing. I'd probably go for the
cheaper product or, um, it's functionality.
What does environmental sustainability mean to you?
Um, it means some products that are more, um, eco-friendly and products that, um, are better for
the environment.
How do you feel when you see products being promoted as eco-friendly or sustainable?
Um, I like the idea. I think that, um, a lot of people, including myself could do better at buying
alternative products that are more eco-friendly, but I think it's, uh, definitely a great choice.
If there are any, what sustainable practices do you value most?
Um, probably watching water and electricity consumption and like keeping it low, especially like
being someone who lives in an apartment with roommates in college, you can be more, um,
cognizant about how much water and electricity you use. Yeah.
Kind of going off of that, Have you taken any steps in your everyday life to be green?
Um, I'm pretty good at like not taking super long showers, um, and turning lights off, um, when
they're not being used. And I know in our apartment we use, um, reusable, plastic bags versus a
lot of, um, regular plastic bags.
What products come to mind when you think about sustainability and eco-friendly
products?
Um, like I just said, like maybe the reusable plastic bags, um, tupperware, I think of more
household items. Um, and maybe even like an electrical car as opposed to a regular gas car.
Do you believe that your individual environmental efforts make a difference, the overall
issue of climate change?
I definitely think that I try to make strides in, in a better direction of being more environmental,
environmentally sustainable, but I could do a lot better of a job at it.
Do you actively seek out brands and products that promote sustainability?
I can definitely say I do not. Um, but that's something that I, I need to work on and, um, begin
choosing better, more sustainable brands.
Would you change what products you buy slash not bought based on the sustainability of
them?
Um, if there are two products that do relatively the same thing and there's one, that's a better
option. I might, you know, look into it more and buy that one, but again, I could do better.
Have you noticed any changes in the way companies advertise their products?
Yes. I think like going green is becoming a bigger thing, which is great. And I feel like that
might be one of the first things that they advertise on, if that's something that they do. Um, so
yeah, I would definitely say they, they definitely like to throw that in there because a lot more
people would go for that option.
Would you be willing to spend more money on an environmentally green product?
Um, at this point where I'm at, if there's something that's like a cheaper option, I'd probably go
for the cheaper option, but I can see myself like graduating, getting a job and being more
independent and definitely going for things that, um, are more sustainable.
How do you feel about companies pushing to be more green?
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Um, I think it's a great thing. I think it's definitely one of the biggest steps in the right direction.
Um, and it's definitely a team effort. We all just need to come together and, um, put our efforts
into doing those things.
Okay. How do you feel about college campuses efforts to be more eco-friendly?
Um, I think JMU does a pretty good job. I know, like in the dining halls, there's different trash
bins, so like things for plastic and recyclables paper and then regular trash. I also know that, um,
I utilize the refillable water station a lot around campus and they also, I noticed got rid of a lot of
their plastic in the dining halls, um, where they're going for, like an example would be instead of
selling, um, plastic bottles of water. They're now selling the aluminum cans of Aquafina in
Dhall.
Interview #2 (Sandra):
Um, definitely the quality of it and probably the price, depending on what I'm buying.
Um, definitely the price and how much I need it, but if it's like pretty expensive and I don't need
it as much, then I'm not going to buy it. But if it's expensive and I do need it, then I will buy it.
Are there any qualities of a product that lead you to not buy it? Any deal breakers?
Definitely. If it's cheap, um, if I don't need it and yeah.
It means conserving natural resources and our econ ecosystem and, um, being more green and
eco-friendly and, um, reducing human impact.
I think it's a great step in the right direction. And I think it's what a lot of bigger corporations
need to implement and being eco-friendly will reduce a lot of climate change issues that we're
seeing today.
Um, definitely reducing the amount of like waste and, um, going like plastic free, reducing like
water consumption in like my everyday life and like the products I'm consuming. So like not
buying as much red meat. And, um, if I had an electric car, that'd be cool too, but I don't.
So.
Have you taken any steps in your everyday life to be green?
Yes. Um, like our apartment uses reusable plastic bags. We have a bunch of like glass containers
for storing food. I use the reusable keurig cups instead of like disposable K-cups. And, um,
definitely like watching my water consumption, like taking showers and we don't like spike up
the he or like turn down the air conditioning all the way.
Okay. What products come to mind when you think about sustainability and eco-friendly
products?
Um, definitely like reusable products, so like reusable, plastic bags, um, literally anything
reusable and also like using bamboo products instead of like the glass products. Um, yeah.
Um, do you believe that your individual environmental efforts make a difference to the
overall issue of climate change?
Yes, but I think it takes more than the individual level, but I think there's a lot that you can do,
like in your life that can like lead to significant change.
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Um, I definitely need to be better at it, but I do like looking at, um, new websites and like
looking for more local and small businesses to shop at because that's just like more sustainable
and, um, yeah, definitely anything that like markets that they come from, like sustainable, um,
like fibers in their clothing and like stuff that's been recycled to make new clothing and stuff like
that.
Have you changed the products you buy slash have bought based on the sustainability of
them?
Um, sort of, I won't, well, I knew, I know I need to get better at it. I have in the past, but I know I
need to like stop buying from places like with fast fashion. Like shein, and like, um, even like
forever 21 and the cheaper businesses like that, they do a lot of fast fashion and that's like super
unhealthy for our climate. And for the workers, like working there.
Um, yeah. I feel like a lot more companies like Urban Outfitters are emphasizing a lot of their
clothes being on like recycled clothes. And so they have been selling a lot more of their recycled
materials and making it like new clothes, even though it's out of like recycled clothes.
Would you be willing to spend more money on environmentally green products?
Yes, definitely.
I think it's a great step in the right direction. And I think that, um, like specifically big
corporations need to go more green and like lessen their carbon output and just, yeah, reduce
their carbon footprint and be more cognizant of how much they are hurting the environment.
How do you feel about college campuses efforts to be more eco-friendly?
Um, well I think JMU does a pretty decent job. I think they could do better, but I know that
there's like a plastic ban on campus. Um, I definitely think they could do more with composting
and, um, like trash consumption, but I do think a lot of universities do realize the impact that we
have on the environment and they are more environmentally friendly.
Interview #3 (Emily):
Um, probably the quality of the product. Um, if I'm familiar with the brand, stuff like that, I've,
I've heard good things about it.
Um, probably good reviews, like knowing people that have used the product before and liked it.
Are there any qualities of a product that lead you to not buy it? Any deal breakers?
Bad reviews. Um, if my friends use the product and didn't like it, um, yeah.
Um, not harming the environment and doing everything you can to use products that are safe for
the environment.
I feel good about it.
Um, I feel like I pay the most attention to my water usage because it's easy to, to like heat, to
like take a longer shower, keep the water running while you're brushing your teeth. Like, those
are things you don't really think about, but if you're more conscious about that, you can control
that or like leaving a room and turning the lights out. I feel like I'm pretty conscious about that.
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Um, yes. I use reusable bags. I try not to use plastic water bottles. I just refill mine, um, like a
cup of water. Um, like I mentioned earlier, turning the water off, not taking as long as showers,
turning the lights off, things like that.
products?
Um, probably reusable bags. Um, also I feel like I've seen a lot of makeup companies like turn
around and try and make their stuff more environmentally friendly. So I feel like I see that
everywhere.
Do you believe that your individual environmental efforts make a difference, the overall
issue of climate change?
Uh, I would like to think so. I'd like to think that I'm contributing, I'm a tad, but I also think it's a
bigger issue than just a couple people getting it together. I think a lot more people together.
Um, I think I could do better by making that a priority. Definitely when it comes to makeup and
like my facial products, like my face wash and stuff like that I pay attention to that more. But I
think I could do better at um paying attention to other products.
Have you changed what products you buy/have bought based on the sustainability of them?
Um, I changed my face wash to a more environmentally friendly one because my skin is really
sensitive and my doctor told me that would work better for my skin.
Have you noticed any changes in the way companies advertise their products? -If yes,
elaborate.
Um, I think that if people are using their products and like created them in an environmentally
friendly way that like is something they would advertise because that is very important to be
conscious of. So yes, when they are environmentally friendly that is definitely a big promoter for
them.
Would you be willing to spend more money on environmentally green products? -If yes,
Yes, I would. I think it depends on the product, um, with everyday use items, um, that would be
more environmentally friendly. I don't know what kind of cap of money I would have on that.
But I would spend more money on them because I use them everyday. Um, other than that, like
stuff that I maybe don't use all the time it would kind of just be a product by product decision.
How do you feel about companies pushing to be more “green”?
Uh I enjoy it and I think it’s a great movement. And I hope that it continues into more
companies.
How do you feel about college campuses' efforts to be more eco-friendly?
Um, I think it's awesome. I think that it's a big realization because I know like at JMU like they
have taken away like giving you plastic bags to put your food in when you leave like where like
getting food or something. I feel like that's something that people get annoyed with but they also
don't realize that that does have an effect on the environment. So I think its good because big
campuses can change with 20,000 kids.
Interview #4 (Alex):
Ok, so, um, when you are looking at products, what do you value most when you are
buying a product or an item? Just like in general what do you value most?
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Um, I guess what I value most is, um, probably price, but then second to that would be like how
environmentally friendly the product it. That’s important to me as a bio major.
Ok, and then in recent shopping trips what factors have led you to actually purchase a
product?
Led me to purchase a product? Umm, lets see. Probably if they’re approved by like the EPA or
some other environmental protection agency. Or if the FDA has approved it as well. Cause
typically that means they’re more environmentally friendly and don’t harm animals which is
important.
So when you are like buying a product, do you specifically look for the EPA symbol? Or is
it more like if you are looking at a product as you happen to see it you are more likely to
choose that option?
Umm, probably if I see it I’m more likely to purchase it.
Ok, and then um are there any qualities of a product that are like deals breakers? Like you
will not but that product if you see it.
Uh, typically anything that’s tested on animals I try to avoid.
Alright so does that mean in turn that when you are shopping for a product you specifically
look for if it’s tested on animals or not?
Um, any kind of cosmetic product yes, because they typically are tested on animals.
And then, so just like in general what does environmental sustainability mean to you?
Um, to me environmental sustainability means, umm, hmmm. Like how well ummm, we protect
the environment and whether products are detrimental to like the world globally, and yeah that’s
pretty much it.
Ok, cool. So how do you feel when you see products being promoted as eco-friendly or
sustainable? How do I feel? Um…. Like are there any initial feelings like when you see like
“environmental sustainability” as the promotion. Are you like, is there any initial illicit
feelings that you get?
Yeah um, I think that’s a positive thing because we’re in the midst of like global climate change
and that’s a huge problem so anything that’s promoting environmental sustainability I think is a
good thing.
And then do you have any sustainable practices that you do in your everyday life, like what
sustainable practices do you value the most?
Um, any sustainable practices that I do in my daily life? I mean uh, I mean lets see. Um I try to
recycle and typically I’ll use a reusable water bottle which I think is, you know cuts down on
plastic which is a good thing.
So jumping off the whole plastic water bottle or reusable water bottle uh what products
come to mind when you think about sustainability and eco-friendly products. Like all
across the board?
What products? Um…
Do you have any products? Like which ones?
Hmmm… I don’t think I have any, but I guess like for me I use a Hydro Flask which isn’t
necessarily the most environmentally friendly but it’s better than plastic I would assume.
When you look for like clothing and stuff do you look for environmentally friendly clothing
or is it more just what you like.
Umm, I guess it’s mostly based on like my personal preference, but if it is, ya know like positive
for the environment that’s a bonus.
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And then do you believe that your individual environmental factors or efforts make a
difference to the overall issue of climate change?
Umm, on a large scale probably not. But, I mean, despite only doing small things like recycling
and so on, I do think it makes somewhat of a difference.
And then, um. Have you changed what products you have bought or that you do but based
on the sustainability of them?
Um, I don’t think I have for sustainability, but like I guess for like food products I’ll choose
something that’s like non-GMO or organic, things like that.
I feel like that’s like the same though right?
Ok, cool.
Have you noticed any changes in the way that companies are advertising their products?
Yes. I think everybody is trying to get on the whole like, “oh we’re a green company” kind of
train cause’ they always have like “oh this is a natural product” or they’re always advertising
with like the color green because they want people to think that it’s environmentally friendly.
And the, so earlier you said that price is a factor to when you look at um buying a product,
are you willing, or would you be willing to spend more money on environmentally friendly
green products?
Yes, I would. Um, because I think that’s a good way to help the environment in general so I
think for the most part I would be willing to spend a little bit more money. But as of right now
prices are extremely steep in that regard.
Do you have like a certain amount more that you’re more or less happy with spending? Or
is it just like a general…
Probably, um, I think if it’s like 10% higher than like a typical product that’s not
environmentally friendly I would probably avoid it.
And then, how do you personally feel about the companies who are pushing to be more
green?
Um, I think it’s a really good thing. Um, I think globally we need to push towards that because of
climate change and all the negative impacts on our planet.
And then finally, how do you feel about college campuses efforts to be more eco-friendly?
Um…
Like how JMU is like removing plastic lids and switching to like paper products…some
other campuses are doing other things.
Yeah I think it’s a good start, um, but like I don’t think JMU’s necessarily doing enough. I know
they’re like you know trying to promote it by removing plastic straws and like plastic covers but,
JMU’s also a huge campus and there’s a lot of ways like especially in dining halls. Like leftover
food and like we have a whole power plant like on campus that’s not great. So I think we can
definitely do better.
So what kind of changes would you like to see JMU make? Besides the straws and the lids.
Um, I think JMU needs to focus on waste reduction and then probably like trying to improve the
bus system because most students who live off campus drive and to cut down on carbon
emissions it’d be good to have better bus systems. I think that’s all I can think of.
Interview #5 (Kendra):
Ok…..what do you value most when buying a product or item…..like what qualities?
Ummm ummm the quality of the item mostly. I don’t really pay attention to much else
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Ok…and in recent shopping trips what factors have lead you to buy a product?
Ummm…price. I just usually buy what’s cheapest and like the best quality for the cheapest
amount of money basically.
Are there any qualities of a product that lead you to not buy it?
Umm. Not particularly no.
Ok. So what does environmental sustainability mean to you?
Umm. Oh my goodness these are hard questions Jessica. You said it would be easy. What does it
mean to me okay, umm. Environmental sustainability means
Is can be whatever it means to you
Umm. Just like doing what we can. Umm, to preserve our planet by like driving less or
carpooling or like taking a bus or just like being more aware of the things we do in daily life that
maybe don’t benefit the planet.
Ok. How do you feel when you see products being promoted as eco-friendly or sustainable?
Umm. I’m so sorry I literally…
Oh no you’re fine, take as much time as you need.
Umm. How do I feel when they’re being marketed as eco-friendly or sustainable? Umm, I
mean…
Like does it make you feel anything? Are you like happy, sad….
Most the time I’m like “oh like that’s a cool idea or like that’s a cool like way to kind of have
something that’s still convenient but also good for the environment.
Ok. If there are any, what sustainable practices do you value most?
Umm. I really like the idea of like things that are reusable, like Rebecca talking about her
reusable deodorant, or like reusable straws – not so much plastic or paper straws, even though I
know they’re better for the environment. But like, reusable like metal straws or plastic straws or
like..just things like reusable water bottles that benefit yeah.
Alright. Have you taken any steps in your everyday life to be green?
You know I would love to say yes, but no.
So why haven’t you? Good, bad, whatever.
Umm. Just probably just convenience. We’ve become like, it’s so normal now days to just like
do somethings that are convenient, and it’s often not things that are good for the planet. It’s just
what’s easiest.
And then what products come to mind what you think about sustainability and eco-friendly
products?
What products come to mind when I think about sustainability. Obviously, the paper straws
‘cause those are everywhere now. Um, products I don’t know. Menstrual cups
Ok. Do you, do you believe that your individual environmental efforts make a difference to
the overall issue of climate change?
No. and honestly, I think that’s part of the reason the question you asked earlier like why don’t I
umm, it’s because I know that like my singular like contributions isn’t going to make a
difference. I took that like climate change class and it literally, they’re even like everyone in the
planet would have to “this” and the government would have to contribute this much money and
it’s just honestly not realistic. So it’s like why am I going to make my life harder when it’s not
gonna make a difference.
Yeah, okay. Do you actively seek out brands and products that promote sustainability?
No. If I come across some like oh that’s interesting or maybe I’ll look into it but a lot of times
they’re more expensive so
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Okay. Have you changed what products you buy based on the sustainability of them?
Uhh, not really
Okay. Have you noticed any changes in the way that companies are advertising their
products? Just like in general, have you noticed any changes?
It’s hard because I don’t really watch TV anymore. umm
I mean that could be a phone ads, that could be you know before a video, it could be ads
that you see like the side of the road or something. Like have you noticed any changes in
the way that they advertise?
Ummm. The only thing that I can maybe think of is like ads on tik tok that are like “reusable”
and “go green” or like using more green in the products to like make you think that it’s better for
the environment even if it’s not.
And then would you be willing to spend more money on environmentally green products?
Um. Potentially, If I thought that it was like worth it. Like if it’s like a reu- like if it’s something
reusable and it’s going to save me money in the long run because I’m buying that to like, like
getting the iPad ‘cause not need to spend so much money on paper which obviously is going to
be better for the environment in the long run, then possibly, but overall probably, probably not.
So how much more money would you be willing to spend, like is there an upper threshold?
Umm. I don’t know…Umm I’d say if a product is like 2-5 dollars more expensive then one and
if it was better for the environment then I might.
And then, how do you feel about companies pushing to be more green?
I think it’s really cool. I think that big corporations are the biggest source, thank you, are the
biggest source of environmental like degradation. So um, I think that if they’re making an effort
then we’re in the right. We’re going in the right direction to make change.
Alright, and then finally how do you feel about college campuses efforts to be more eco-
friendly
Umm. I think that it outs the right idea in students minds and kind of helps teach how to be more
environmentally friendly. Hate the paper straws…I’ll say it for the rest of the interview, umm,
but yeah I think it’s educational.
So, how would you change um, the way that say JMU is doing their eco-friendly push?
I honestly, other then getting rid of plastic lids, I can’t think of anything that I’m aware of that
they’re doing to help it. So maybe just like educa- like making us more aware of what they’re
doing. Um, that that we can be aware and so that we can actively contribute to it and not just like
go about our lives and “ oh there’s no straws, I wonder why” kind of a thing. Like, you know.
Interview #6 (Rosie):
Ok perfect. What do you value most when buying a product or an item?

What do I value most when buying a product or an item. Ummm, weather….how effectively it
does what it says it does.
Ok
Ummm, and then I would say umm, like, I would say like company affiliation. Like if I know the
company already and I trust the company already then like, I’m going to be more inclined to buy
from that company than a company I’ve never heard of before.
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Ok, it makes perfect sense. Uh, in recent shopping trips what factors have led you to buy a
product.
Ummm, TikTok. Seeing videos on TikTok of people talking about..and I am the worst at this,
like when people do like shower TikToks about the shower products they have. If they show a
product that I’ve never seen before or like I don’t have anything similar to it I, like if I see it at a
store I’m like “oh my god, gotta try it”. Even though, it, I don’t know. Umm, but I’ve actually
found things I really like because of TikTok videos about like different products and stuff like
that. Umm, also like, this is so horrible but like I’m such, I’m such like a…my mom would be
like “Rebecca that is such a sales gimmick”, umm, like I’m a color person. Like if it stands out to
me on the shelf, like compared to the other products then I’ll be like more inclined to buy it. And
I like, I feel like I really don’t like stuff that makes it look like a, like a seven-year-old would buy
it. You know what I mean? Like I don’t know, like maturity in..is that weird? Do you know what
I’m talking about?
I know exactly what you’re talking about. It’s not weird, it’s not weird at all.
OK, yeah, ok. Like if I look at something like a product, even like, even stuff that’s like not at
like a store, just like I don’t know anything I feel like if I’m like “oh like a little kid would
find…”
Like if it’s online
Yeah like if like to me a little kid would buy it then I’m like less...not, like not really into it
Less enticing
Yeah, yeah.
Ok, um are there any qualities of a product that lead you to not buy it? So like if you like
see it on the package or something are you like “nope, I’m no longer gonna buy that”
That’s a good question, I’ve never thought about that before. Um, Oh ok, if I like read the
packaging and it sounds like way too good to be true. Like for example, mascara. It’s like “seven
times the volume” I’m like “that’s not possible”. Like if my eye lashes got seven times as large it
would look like I’m wearing fake eyelashes, that’s, that’s not possible. Um, so like the stuff that
has like really clear like marketing stuff that is like way too…
Like hyperboles
Like hyperboles, are, or like you know um, like “clear skin in 3 days”, I’m like “that’s not going
to happen either”. So like that I literally feel like they’re lying to me, and I’m like it actually
makes the product seem less like..
Like it’ll not work
Like, yeah, less like it’ll work. Like if I’m like, pick up let’s say two moisturizers and one says
like “clearer skin in 3 days” and the other one just says like “moisturizing cream” I’m more
inclined to buy the moisturizing cream then the one that says “clearer skin in 3 days”
Yeah, yeah, yeah, yeah. Ok, uh, what does environmental sustainability mean to you?
Ummm, waste, like being conscious of wastefulness. Like I am really against almond milk
because almond milk like uses so much water to created the almost milk. You’re like bypassing,
just drink cows milk. But also if you’re like lactose intolerant there are like other options, but
they like, almond milk became as an alternative to cows milk because it was supposed to be
better for you but it’s wasteful. Umm, yes so I would say like wastefulness. Um, I’m not huge
into the, like I would say ok like if it’s like “100% recyclable materials” or if its made from
100% recyclable materials that sometimes turns me off to the product because like in my
experience they’re not as effective as the similar products who aren’t used with those things.
Umm, for example like body soap. Like I have 2 body soaps in my bathroom, one is from Costco
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and it’s like some Kirkland Costco brand and the other one is called like “Simply Green” or
something and it’s like supposed to be made with like 100% like plant-based products like super
clean stuff and like I like the soap, I like the way it smells, but it’s..I don’t know I don’t like it as
much compared to the like other soaps that I have. Umm, so but if like the container is
recyclable, I like that. Like I like if they’re like “oh, we reuse our containers” or like, like the
Dove deodorant things, I’m really interested in that because they got rid of the single plastic and
you just buy the reusable Dove insert. That is like not changing the product, it’s just changing the
packaging, I like that. Umm, bar shampoos and bar soaps I like the idea they’re trying to change
the packaging, I’m not sure, I’ve never tried it before so I don’t know the effectiveness of that
compared to something else. Umm, but yeah I would say like recyclability compared to
effectiveness and then like less wastefulness.
Ok, Umm, If there are any, what sustainable practices do you value most? Very similar.
Umm, sustainable practices that I value most. Umm, I would say like conservation in
moderation. I’m not one of those people that’s like going to re-use their shower water, I think
that’s gross. Umm, but like I don’t take really long showers, I hate it when people like leave um,
like the water running or keep lights on when they don’t need them on. That drives me crazy,
Holden does that umm, umm, and then obviously littering, but I feel like littering like, proper
waste management has actually gotten so much better in the last 10 years. Like um, I would say
recyclable plastics I have a, not a bone to pick with, but a like I love, Like I’m not a huge like
plastic water bottle person like, if they’re opti- Like if that’s the option to me like yeah I
wouldn’t turn down plastic water bottle, but I have a lot of reusable water bottles and I use those
more. Umm, I also loose them lots so that sucks, but umm, I’m trying to think. Sustainable
practices…
Here umm,
Can you give me, give me an example…
I can just give you the next question, um. Have you taken any steps in your everyday life to
be green? Like to “be green”. Like are there any like practices that like you have
specifically changed with being green in mind?
Umm,
It’s ok if the answers no
Yeah, umm, well cause like when I took AP Environmental Science, we would, went to a um,
recycling plant right, and we learned about like the things we actually don’t recycle, or the things
that are you should recycle based on the things you shouldn’t recycle because like it’s like a give
and a take. Like people, some people think that like all recycling is great and in reality,
sometimes like burning and melting things in recycling actually outs more chemicals into the air
then it does if you had just like let it like stay in a wasteland. Umm, I think it’s like cardboard is
really goo to recycle, um paper is one of those things that like it’s not, it’s not very…in terms of
other things in the environment it’s not very good to recycle paper. Which sounds bad, it sounds
bad but the people at the recycling plant were explaining to us like recycling plastic, when they
do it they melt the plastic down and they were like “do you know how many chemicals are in
plastic that are released into the air when you melt plastic”, that’s why is smells awful. Like, they
were like we shouldn’t really be making plastic, you know what I mean? So like I don’t recycle
stuff like I used to, like glass I think I still recycle, cardboard I recycle, umm, and stuff like that.
But I don’t recycle as many things as I used to before I went to that recycling plant. Umm, In my
everyday life, probably not, umm. I, I am like very, like I don’t like over buy, I don’t, I just feel
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like wastefulness is a big thing for me. Umm, and consumerism and kind of like lead to
wastefulness. Umm, so I’m conscious of that, but ither than that probably not.
OK, um do you believe that your individual environmental efforts make a difference, to
like the big picture?
No, I don’t. Um, I don’t. I think that companies, like major corporations that do stuff, especially
if they’re the ones making the products, those changes contribute to the big picture. Um, For
example, ya know when they were making a big deal about how the, when you buy like a 6 pack
of something and the plastic is like wrapped around the bottles and then the turtles would eat
them and then, or like other animals. It would get into the ocean and then the animals would get
suffocated by them it’s uh, explained in Happy Feet, uh and now when you see those things there
are perforated lines in them so when you open it the whole thing tears apart, it doesn’t stay as
one plastic like six-pack. I feel like that is like uh, contribution that probably has made a
difference in the lives of the animals in the sea.
So, going off that, have you changed what products you buy or have bought based on those
kinds of factors?
Can I tell you an opposite story of when I got mad because they changed something?
Yeah, yeah, of course
Ok, so um the polar bears in the arctic and the ice melting controversy ok. That is, was got mixed
up into like climate gate and stuff like that, where like yes, the ice was melting in the arctic and
coca cola came out and put polar bears on all their coke bottle and stuff like that, and the polar
bears kinda became this thing as coke was trying to be like “oh yeah”, but coke was actually
doing nothing to help the polar bears. Putting a polar bear on a coke can does nothing. Um, and
like all the studies about like the ice and stuff like that, like polar bears can swim like up to, they
like swim like up to 60 miles to get food and stuff like that and comeback and like the data
science was like “polar bears are dying” and they really weren’t dying. And then, or that like it
was a natural cycle and then the ice went back up and the polar bear population is fine now.
Like, it was, to me it seemed like a really big issue, they did nothing about it, they put a polar
bear on a coke can, and then they found out that is really wasn’t a big deal at all, and I was like
“Coca-Cola’s a terrible company”. You know what I mean? Like it was very face value.
Like they were like taking advantage of the….yes
Yes, Yes. Yeah.
OK. Um, let me see. Have you noticed any specific changes in the ways that companies are
advertising their products? Like to Coke example.
Umm, yeah. I definitely see more stuff in the stores that are like, that are in stores of like
sustainability, like green, like um and not necessarily the word “green” but like um, different
terminology like “sustainability”, “plant based”, “all natural”, but a lot of the times when it says
“all natural” like that can mean a lot of different things. Just because it says all natural doesn’t
mean…
Yeah
…..It’s what you think it means. Um, and I feel like yeah like individual companies are coming
out with like sustainability lines or like mar – like Dove. Like they still sell all their regular
deodorant in the regular thing but now their coming out with this like re-usable deodorant
cartridge thing. Um, and other companies are doing that as well, like not changing their, um,
products completely but coming out with like a line of like more green products or something
like that.
Yeah
27
Make up companies are doing that um, the soap that I bought. I feel like I’m reusing my own
examples.
Oh no you’re fine, 100%.
Ok, um, yeah that’s my answer.
Ok, and would you be willing to spend more money on environmentally green products?
No, and the only reason for that is like I would have, it would have to be to me, the effectiveness
of the product would have to increase. Like if the green product was more effective than the
regular product yes I would pay more for it, but if I found out that the green product didn’t work
as well I probably would not pay more for it.
What if it worked like the exact same?
If it worked the exact same would I pay more?
Like having it be green?
Let me think. I’m going to sound like a terrible person
Oh no you’re fine.
Um, you know what my answer to this is? If it’s, ok if they worked the exact same and there’s a
sustainable one okay, and the sustainable one is more aesthetically pleasing then the original one
Yes I will pay more for it. If it like, like, okay I’m going to go back to this Dove deodorant thing.
I’ve been wanting to get this for so long and I haven’t done it because I haven’t needed to get
more deodorant. Now I do! I just ran out of deodorant I’m remembering this now.
So now you can go get it.
I can go get this reusable Dove thing. It’s like metal and the Dove logo is like in the metal and it
is like white and metal and I don’t know, to me it looks much cooler than like the random dove
deodorant stick, you know what I mean?
Yeah, yeah.
Yeah, I think that’s cooler. It looks better, so yeah I would pay more for that then I would for the
other one.
So the aesthetic, back to what you were saying before, the aesthetics would play into it.
The aesthetic! Right, right. Yes, yeah.
Ok, so then how do you feel about companies pushing to be more green? They’re all very
related questions.
Yeah, I know, it’s fine. Um, if it has to do with the um, well ok I’m going to come at it from an
economic standpoint right. I’m like 100% believe in capitalism, right? And I believe that because
of cap- competition that capitalism creates we get the best product, because if you don’t have the
best product someone’s going to buy your competitor and you’re going to go out of business. So
however what is considered the best product is up to a social standard, So in society, like the
importance of sustainability environmental friendly is going up, so people are buying more
sustainable products. Which is driving companies to create more sustainable products to stay
competitive. So I support that whole process, I support like companies changing their products to
agree to like todays societal standards. Um, that, I like that. I don’t think, I don’t want the
government to force companies to change their products, or to do something to become, or to get
to some random decide, agreed upon level of scientific sustainability like a carbon footprint or
something like that. Cause I just don’t think that that’s equally achievable for all companies, and
I don’t think that that’s necessarily always.. I don’t, I don’t believe in that. Um, so companies
that are taking, like hearing citizens or hearing consumers wants for sustainable products, and
trying to find ways to make a more sustainable product I agree with, that makes me happy. When
they sacrifice effectiveness or quality for sustainability, I don’t like that. I also don’t like when I
28
feel like it seems superficial. Or when they’re like, we’re gonna make the shampoo bottle out of
um, ok this is, this is something I found the co- the company was doing and they got like blasted
for it. It wasn’t actually bamboo. They were marketing it as – they don’t use the word “bamboo”
so they couldn’t actually get in trouble for it, but it was like a bamboo look alike, but it was not
uh, it was like a plastic.
So, so they made you think it was bamboo
They made you think it was bamboo. Like they changed the color. Now this goes back to the
aesthetic question, yes I liked the aesthetics, but if I feel like I’m being mis-lead, like the “all
natural” which is like the same thing as food. When it’s like low calorie and it’s like actually
worse for you because of the stuff they put in it to make it low calorie, that I feel like is the same
thing as like companies making a façade. Like it’s better or more green, and it’s really not. It’s
just like the way the just like made it look like bamboo. They made it – the put a wood cap on
there or something like that. You know what I mean?
I know exactly what you mean. Ok, and then finally, how do you feel about college
campuses efforts to be more eco-friendly?
This is where my effectiveness of quality comes in. That is been, at JMU it has been the worst
thing. No lids and no straws in the worst, and I feel bad for the custodians. I feel bad for the
people that clean at JMU because the amount of people that I have seen spill stuff, the trash like
leaks more. Like because people are like throwing cups into the trash, full of liquid, that have no
lids. There are no straws, the straws they have break, because they’re trying to like go for this
environmental thing but it’s like, they’re not even taking into consideration the original product
and how effective that was. And trying to meet that effective….you know the answer to plastic is
not no lids, the answer is a better lid. Not just no lid, you know what I mean?
Yes, I know what you mean
Yeah, like lets make a more recyclable lid, not just take away the lid. And that to me seems like
colleges are being like “ooo, let’s just like pick the worst idea”. You know what I mean? Like
where was your focus group? You know what I mean? Like where did your consumer trials be
like “yeah, no lid, great idea guys”. Like you know what I mean?
I know what you mean. So if it again, did not sacrifice or completely remove, would you be
would you be, like how does that change?
Yeah, “get rid of product”, here’s an idea let’s just take it off the shelf. Um, uh, how would I feel
ok, um.
So like, if they were like pushing for eco-friendly and then didn’t change the quality or
remove it all together then how would you feel about it?
I don’t mind. I’m going to be honest, sustainability and like environmentally green stuff that’s
not like my big thing. That’s not my fortitude. But am I going to hate on someone for being
green? No. Um, but, I think I, as long as it didn’t effect my life in a negative way I would
support it. Um, I haven’t felt like it has, I haven’t felt like, I don’t feel that many green initiatives
don’t have some sort of negative like “ what’s the string, strings attached” you know what I
mean?
What’s the trade off.
What’s the trade off, yeah. Um, like you know Starbucks. They were trying to get rid of the
straws right, so they made a lid that had more plastic on it. And I was like “you’re just moving
the plastic” there’s no difference, and now it’s harder to drink out of my Starbucks cup because
the little hole is so small on the top of the lid, you know what I mean? So like, yeah I don’t
know. And I also feel is it, how scientifically bad is it you know what I mean? Because like, the
29
whole straw epidemic came from one video of a girl pulling a straw out of a turtles mouth or
something like that.
I think it was the nose, but same thing, same thing.
Same thing, something like that. And like the straw epidemic is not actually as bad. The plastic
epidemic is bad. There is a lot of plastic in the ocean, but it’s not just straws and getting rid of
straws in a mass like social frenzy to me was like “we are missing the point” you know what I
mean? And that’s like to me the let’s just take it off the shelf kind of scenario. So if I felt like a
college was taking a very science based approach to sustainability and not some sort of social
driven frenzy sort of like, emotional response, um the polar bears dying, Coca-Cola polar bear on
the can that’s an emotional response. People are sad about the polar bears, let’s do something
with polar bears. Um, yeah so if I felt like it was science backed and very like, logical and very
like “oh that makes sense” then I would, I would support it yeah. I would be willingly
supportive, yeah.
Interview #7 (Sarah):
What do you value most when buying a product? So like price, quality, brand name, etc.
price and brand
okay. And recent shopping trips, what factors have led you to buy a product?
I go specifically looking for something and then I don't know if something special catches my
eye.
Are there any qualities of a product that lead you to not buy it so any deal breakers? If so,
what are they?
Obviously overpriced, especially when I know like similar pricing of a similar product if it's
damaged in any way, I never keep it. Yeah.
Like definition or like how I value it?
How you value it
I definitely do keep an eye out for environment environmentally sustainable things if I know it's
like still reliable and good quality.
How do you feel when you see products being promoted as eco friendly or sustainable?
Excited especially if it's good
I recently bought reusable cotton rounds for makeup. I don't know if that's what I value most but
it's like something I do. Is that what you asked? What sustainable practices do you value most?
Or what do you do in your everyday life? Yeah, so use those every day. Because I realized it was
a thing I use every day and I use my metal straws You're right. Yeah, some things that I noticed
that I dispose of every day. I try to not do that and replace it with something sustainable.
You kind of answered this one but have you taken any steps in your everyday life to be
green? What products come to mind when you think about sustainability and eco-friendly
products?
I know there's a lot of those out there right now though. There's a lot of like, face products
because people use so many like usual cotton rounds or like face wipes. But now they have
reusable ones made of bamboo or something.
30
Do you believe that your individual environmental efforts make a difference to the overall
issue of climate change? Why or why not?
Ah. I hope so I hope people will notice me using them. And I tell a lot of people about some of
the products that I use that I've liked, especially if they're sustainable. Um, so yeah, I think
spreading the word.
Do you actively seek out brands and products that promote sustainability? Which brands?
No more so if brands I already use have them I'll check out their products, especially makeup
brands for some reason. I feel like they have a ton that I've noticed.
Have you changed what products you buy or have bought based on the sustainability of
them?
Well, yes I talked about that earlier, kind of right. It's sort of the same thing.
Have you noticed any changes in the way that companies advertise their products?
Like if they're environmentally friendly, I mean, that's pushed. They obviously don't advertise
that if they're not environmentally friendly. But besides that, not really.
Would you be willing to spend more money on environmentally friendly or green
products? Yes. How much more? Would you think you'd be willing to spend?
I mean, I wouldn't. I don't imagine it to be outrageously more expensive. So like $10- $20 more.
Love it.
And how do you feel about college campuses efforts to be more eco friendly? Or have you
noticed that at all?
Um not recently with like COVID I feel like it went backwards a little bit, because you couldn't
reuse some things. Like I know before. We had like the option at market. They had the reusable
like containers that people could have. But I feel like that's all stopped because COVID You can't
but yeah, I feel like there couldn't be more efforts now that we're back to normal.
Interview #8 (Marie):
What do you value most when buying a product? So for example price, brand quality?
price and quality
Probably the style of something or a need for it and just kind of wanting something, I guess.
Are there any qualities and part of the lead you to not buy it? So any deal breakers?
Price if it's obviously not going to last long Yeah, that's probably about it.
I think it's very important to have. I don't know if it's my number one priority when buying
things but I definitely like to lean more towards environmentally sustainable things.
I'm more likely to pick them up, to look at them, maybe look into what they do. Or likely to buy
them
just reusing and recycling things that we buy and use. It's good to donate some of your stuff
instead of throwing it away. Things like that.
31
Yes. A lot of hygiene products and makeup remover things. I think it's important because as
women we have to, we have to buy a lot more in general and so it's important to know where
that's going and how you can use it.
A lot of single use products
Yes, use it longer.
What products come to mind when you think about sustainability and eco friendly
products?
Metal straws. Probably reusable grocery bags. and things like that.
Definitely just because it's important to do that. I know we're not the main problem with the
environmental issues going on. But it's important to hold yourself accountable with just little
things that are very true.
Do you actively seek out brands and products that promote sustainability? And can you
think of a brand in particular?
Personally, I do a lot with my feminine hygiene products. My brand is called Lena and they they
do menstrual cups and so that's what I look in when I buy
Have you changed what products you buy or have bought? Based on the sustainability of
them?
Yes, depending on the product. I've just been doing a lot more with hygiene recently.
Yeah, probably more in the past two years. Just because I think COVID kind of made people not
be able to focus on as much so they're like, Oh, this is a great time to focus on environmental
issues. I think that they're trying to think about that more.
Would you be willing to spend more money on environmentally green products and if yes,
how much more would you be willing to spend? So if you saw two products on a shelf?
I definitely would be willing to spend more, not an absurd amount more. I don't think it's
necessarily worth it as a college student yet but when I have an income I'd definitely be wanting
to spend more on a certain product.
I think it's really awesome because, as we know, companies are the number one cause of our
environmental issues. So it's important for them to again hold themselves accountable and make
sure that they're doing the right thing.
And lastly, how do you feel about college campuses efforts to be more eco friendly? Do you
think they could be doing more? Is it like enough?
I think they can always be doing more. At JMU specifically, we have our mandate from the
governor banning all plastics so we don't use straws anymore. They don't offer lids for your
drinks. They don't offer plastic bags anymore. So just little things like that have cut out plastic a
lot for JMU but I'm not sure about other college camps.
Interview #9 (Rebecca):
What do you value most when buying a product so like brand, price, quality?
probably quality and price
32
Well if I try it on whether it fits me or not, and if it feels good on my body, then I like it. Also
price.
Are there any qualities of a product that have led you to not buy it? So any deal breakers?
If it doesn't fit me right or if the price is if the price does not equate to how many times I would
get use out of it. And if it's just not worth it.
It's important because keeping the environment healthy is sustainable.
It makes me feel good that there are options and it's not just completely products that are not
good for the environment dominating all stores.
I think reusing and purchasing sustainable clothes. Like reworn clothing is important.
Agreed. Have you taken any steps in your everyday life to be green?
I tried to turn off my lights in my room because I used to frequently leave them on and there's a
lot of lights in my room. I try not to use as much water when I'm brushing my teeth and in the
shower I don't take as long showers anymore.
products?
I think of like reusable bags like freezer bags instead of using plastic bags or like reusable K cups
like plastic alternative alternatives.
Um, I mean, I think it has an extremely minuscule impact but I think it's better than I'm trying.
I'm not trying
Do you actively seek out brands and products that promote sustainability. And if so, which
brands?
I can't say I do but I know h&m does, which I recently learned.
Do you know how they are?
They have a label under certain clothes that says conscious because the materials they use to
make the clothing are conscious materials that are environmentally friendly.
Have you changed what products you buy or have bought based on the sustainability of
them?
Not recently No. But it's something I want to work on.
In terms of sustainability? Yes, I feel like more people more clothing has been advertised as
vegan or like having vegan material and being like, I mean the conscious example for each of
them also.
It depends on if the product will last the amount of which I'm paying for. Because if I'm spending
more than I should hope that'll last longer.
I think it's important. I think that it's something that's going to end up becoming what all
companies are doing so it makes sense to start doing it now.
And then lastly, how do you feel about college campuses efforts to be more eco friendly?
33
I think it's good because I think that college students are probably big creators of trash and stuff.
So having campuses do what they can to be environmentally friendly can compensate for the
lack of students doing so.
Thanks
Interview #10 Matt

What do you value most when buying a product/item? Price, brand, quality, etc..
Probably Quality
Um, the picture on the front of the thing usually entices me and also recommendations from
other people.
Are there any qualities of a product that lead you to NOT buy it...any deal-breakers? What
are they?
Um, something that is outrageously expensive compared to another product of the same thing.
Environmental sustainability is, to me, is to, um, keep what we have, and save what we have now
so that the future generations can strive, just how we are.
I don’t really have a reaction but, I kinda like to sometimes go back and do research and see if it
really is eco-friendly or not.
None that I can think of right off my head.
Have you taken any steps in your everyday life to “be green”? Why or why not
I try to reuse a reusable water bottle.
products?
Reusable water bottles such as hydro-flasks, that type of stuff. And also they have the new
bracelets that are made from the plastic that they saved.
I think that my individual does not have a huge of an impact as if it was a large group doing it.
Do you actively seek out brands and products that promote sustainability? Which
I don’t actively seek them, but if there is the option and it’s not too expensive then I’ll usually
take it.
Tell me why it is or is not important to you
Not completely just due to the price factor and me being in college too
Have you noticed any changes in the way companies advertise their products? If yes,
elaborate.
34
Yes, there’s a whole lot more emphasis on of course the eco-friendly aspect and also a huge
emphasis on inclusion of everybody
If yes, how much more money would you be willing to spend, if not why not?
I would be willing to spend more money on it as long as it wasn’t an outrageous increase.
I agree with them pushing to be more green because we only have a limited amount of resources
but I also feel that they should not go to the limit of taking away certain items because of that,
such as different cars or something like that because of it.
I agree with college campuses becoming more eco-friendly because there are a lot of students on
the campuses, that’s a lot of products that may not be reusable or recyclable, but I also feel that
certain things should not be taken away because it makes it harder on the students to do their
everyday tasks and things like that.
Interview #11 Elizabeth

What do you value most when buying a product/item? Price, brand, quality, etc.
I look to see if its affordable and whether I need it every day or not.
If the products were on sale, I would buy them even if I didn’t need them immediately.
Are there any qualities of a product that lead you to NOT buy it...any deal-breakers? What
are they?
I try to stay away from products that are overpriced in quality.
I think it means that we can keep using and buying products without worrying about
I feel better about buying them, but when I think about it I wonder whether the company is just
saying that their products are environmentally sustainable in order to sell more.
I don’t really know enough about them to say that I have any.
I try to recycle when I’m on campus and at my parent’s house.
products?
Probably just printer paper
No, I don’t believe that. Corporations and the upper-class wealth cause more damage to the
environment than I’d ever be able to in my life. Until they begin to change, I’m going to live
comfortably.
35
Sometimes yes, and sometimes no. Some products that claim environmental sustainability are
more expensive and I’m a college student on a budget
I haven’t changed much, just the kind of paper that I buy. I’ll buy recycled paper for notebooks
now. It’s not that important to me, it’s just based on whether the option is available and the price.
Most of the time notebooks with recycled paper are cheaper.
elaborate.
Yeah, they all claim they’re trying to make a difference with how they produce the product.
Would you be willing to spend more money on environmentally green products? If yes,
No, at least not until I’ve got a job after a graduate
I think it’s nice
It’s great, except they haven’t really gotten rid of plastic from the chickfila so it feels like they’re
only half heartedly trying.
Interview #12 Jason

What do you value most when buying a product/item? Price, brand, quality, etc..
I wanna say quality but I would be lying to you, I would go with price.
Convenience, I guess availability
Are there any qualities of a product that lead you to NOT buy it...any deal-breakers?
What are they?
If the price in my mind is too high, and yeah I would say that
Everyone doing their part to limit their carbon footprint
- I feel like sometimes maybe it is a marketing stunt and that companies will pull and by putting
that label on it they think that maybe they’ll be able to sell more because people will see the eco-
friendly and be like yeah ‘Oh they’re really conscious about the environment’ but they could be
lying so.
I guess using the least amount of electricity as possible.
36
I only do my laundry once a week and I try to use as much natural light as possible.
products?
Electric cars, I guess solar power, wind power, geothermal power.
I guess I would say, I want to say, yes, I think they do however I would be lying to you so, I’m
going to say no. I don’t think, yeah, my individual efforts are not.
Yes, I try to.
I don’t think so, no.
elaborate.
I have not no.
Would you be willing to spend more money on environmentally green products? If yes,
Now? No. When I have income, yes.
I think it’s, I don’t have any objection to it, nor should anyone have an objection to it.
I think, well actually from learning from my summer internship this summer I would say that I
kinda got an inside look at what JMU was doing to just be more environmentally conscious so I
guess it’s environmental stewardship, I guess that’s what they call it. And they could, they’re
doing a lot, but I think with the resources that a college like JMU has in terms of, I don’t know,
in terms of all the money that they get from donors or what have you, I think they could be doing
a lot more.
37
APPENDIX 2
A. Jessica’s Thematic analysis
Codes Themes
-Convenience Ease of use

-No extra effort
-Public Transportation
-Doesn’t like noticeable change
-Worth the investment Price conscious

-Expensive
-Price
-Wastefulness Wastefulness
-Reusable
-Problems with single use plastics
-Individuals don’t make a difference
-College campuses could be doing more Awareness/Education

-Misleading information
-Acknowledgement of pollution and sustainability
problems
-Notice of green marketing phrases
b. Abby’s Thematic Analysis
Codes Themes
38
-single use plastic Reusing
-hygiene products
-metal straws
-vegan
-donating
-overpriced Price sensitivity

-outrageously more expensive
-income
-budget
-spending more
-holding yourself accountable Self efficacy

-not necessarily worth it
-can always be doing more
-miniscule impact
-better that I’m trying
-companies main problem awareness

-governor banning non reusable plastics
-something I want to work on
c. Talia’s Thematic Analysis
Codes Themes
-How much Convenience

-I see that everywhere
-Around campus
-Cheaper option Price conscious

-Cheaper businesses
-Buying alternative
-Pretty expensive
-Product by product decision
-Better direction Desire for change

-Could do better
-Need to do better
-Big realization
-Bigger issue Need for larger change

-More than the individual level
-Bigger corporations need to
-Team effort
-Could do better
39
d. Scotts Thematic Analysis
Codes Themes
-affordable Price motivated

-price in my mind
-When I have more income
-price factor
-outrageously expensive
-Just trying to sell me more Skeptical of green

-They all claim marketing
-do my own research
-marketing stunt
-could be lying
-corporations cause more damage Low impact of individual

-my individual efforts do not have a large impact efforts
-I would like to say they do, but I would be lying.
-until they begin to change needed group effort

-if it was a large group
-inclusion of everybody
-Everyone doing their part
40
WORKS CITED
Boztepe, A. (2012). Green Marketing and Its Impact on Consumer Buying Behavior.
Istanbul; Academia.
Rosentrater, K., & Burke, B. R. (2017). Journal of Sustainability Education. Retrieved

December 7, 2021, from http://www.susted.com/wordpress/content/university-
students-and-sustainability-part-1-attitudes-perceptions-and-habits_2018_01/.
Yusuf, H. (2019, November). Eco-conciseness and green awareness among ... - IOSR
journal. Retrieved December 7, 2021, from
https://iosrjournals.org/iosr-jbm/papers/Vol21-issue11/Series-1/D2111013135.pdf.
41

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How the Increased Focus on Environmental Sustainability Effects Marketing Efforts

Group 4: Scott Douglas, Talia Mastroianni, Abby Rishty, Jessica Shuler

Interviewee Age Occupation

ANALYSES AND RESULTS

Theme 1: Price Conscious

Theme 2: Individual Impact

Ok perfect. What do you value most when buying a product or an item?

Interview #10 Matt

Interview #11 Elizabeth

Interview #12 Jason

-Convenience Ease of use

-Worth the investment Price conscious

-College campuses could be doing more Awareness/Education

b. Abby’s Thematic Analysis

-overpriced Price sensitivity

-holding yourself accountable Self efficacy

-companies main problem awareness

c. Talia’s Thematic Analysis

-How much Convenience

-Cheaper option Price conscious

-Better direction Desire for change

-Bigger issue Need for larger change

-affordable Price motivated

-Just trying to sell me more Skeptical of green

-corporations cause more damage Low impact of individual

-until they begin to change needed group effort

Rosentrater, K., & Burke, B. R. (2017). Journal of Sustainability Education. Retrieved

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