PAY TODAY OR SWEAT NEXT YEAR: EXPLORING CONSUMERS' WILLINGNESS TO INTERNALIZE ENVIRONMENTAL COSTS

摘要

This study examines consumer reactions to the inclusion of projected energy and carbon costs in print ads for a TV, using an online survey of 2,566 Australian consumers during 2012.The study proposed that consumers' individual characteristics of environmental orientation, future orientation and past orientation will impact on how they assess alternative price information about products. It is argued that consumers will tend to make more environmentally sustainable consumption choices when they have access to information on a product's total costs-environmental and acquisition - rather than simply purchase price.