Communicating Product Value: Responsible Markets and the Australian Consumer

Funding: 2006: $64,000
2007: $54,000

Project Member(s): Benn, S.

Funding or Partner Organisation: Australian Research Council (ARC Linkage Projects)
Westpac Banking Corporation (Westpac Partnership Fund)

Start year: 2006

Summary: Guiding consumers' shift to sustainable and responsible purchasing is critical to the role of business in sustainable development. This research addresses the significant research gap in our understanding of the processes and stimuli that influence Australian consumers' evolving assessments of socially responsible and sustainability-linked products and that drive the purchasing of such products. Researching across three Australian business sectors, long interviews, focus groups and surveys will build an integrated picture of the impacts of corporate social and environmental initiatives upon consumers. Emerging will be enhanced capabilities for business to shape sustainable consumption without compromising Australian business success.

Keywords: responsible and sustainable markets, social networks, Australian consumers, sustainable development, evolution of purchasing, corporate social responsibility,

FOR Codes: Marketing and Market Research, Organisational Planning and Management, Social Change, Other commercial services, Consumption, Marketing, Marketing not elsewhere classified