Vivienne Laroche -

: Discuss the modern tension between consumer awareness and actual purchasing behavior.

: To explore how psychological and social factors influence a consumer's willingness to support sustainable brands. 2. Defining the "Green" Consumer vivienne laroche

: Discuss how marketing, price, and convenience often override a consumer's positive attitude toward the environment. 5. Conclusion : Discuss the modern tension between consumer awareness

: Reiterate that while knowledge (ecoliteracy) is a primary driver, social values and perceived brand authenticity are what ultimately close the "gap." Defining the "Green" Consumer : Discuss how marketing,

: Explain the importance of "ecoliteracy"—the level of knowledge a consumer has about environmental issues and how it correlates with their buying habits. 3. Corporate Financial Performance and ESG

Assumed Context: Based on the influential marketing research by Laroche et al. (2001, 2005) regarding "green" consumers. 1. Introduction