Consumer preferences and marketing strategies for “green shares”

Michael Getzner · Sonja Grabner‐Kräuter

98 citations0/0 files storedInternational Journal of Bank Marketing

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Sustainable Finance and Green Bonds Corporate Social Responsibility Reporting Environmental Sustainability in Business

Abstract

Socially responsible investment (SRI) has gained importance as about one out of eight US dollars is currently invested based on screening in the USA. However, European private investors are generally much more reluctant to invest in shares, and in Austria, only 7 percent of private households hold shares. There is nevertheless some interest in “green shares” (a sub‐class of SRI comprising shares that are screened for their least impact on the environment) as a representative survey recently exhibited that 8 percent of respondents were definitely interested in holding “green shares”. Econometric estimates of an empirical model explaining the respondents' willingness to invest in green shares showed that education, income, environmental awareness and the expected profit are the main explanatory variables. Based on these results, conclusions are drawn regarding marketing strategies for “green shares”. In particular, credibility both regarding financial aspects (competitive return), and environmental and social criteria have to be guaranteed to make more consumers interested in investing in green shares.

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References

1980Understanding Attitudes and Predicting Social Behavior 1995Toward a New Conception of the Environment-Competitiveness Relationship 1972Principles of Marketing 2001Targeting consumers who are willing to pay more for environmentally friendly products 2001The myth of the ethical consumer – do ethics matter in purchase behaviour?1999Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 1996Green consumers in the 1990s: Profile and implications for advertising 1999Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination

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