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| Author: | Whitson, D. Henry, W. A. |
| Title: | What's in a label? Environmental issues in product packaging |
| Journal: | Journal of Euromarketing
1996 : VOL. 5:3, p. 29-42 |
| Index terms: | PACKAGING INDUSTRY MARKETING RESEARCH CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This exploratory study represents the first attempt to provide empirical data as a part of a growing research stream to support guidelines for environmental labeling practices. Using standard marketing research conjoint analysis practice, four distinct clusters of consumers were found along with relative utilities for various environmental label conditions within each cluster. Recommendations are made for developing guidelines and establishing industry standards. |
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