Satisfying Consumers' "Green" Wants: An Impetus for Education


  • Judd H. Michael
  • Paul M. Smith


Customer satisfaction, diapers, green marketing, consumer education


Customer satisfaction is one of the most important results that should be sought after in a firm's marketing strategy. With an increasing number of consumers considering themselves to be "environmentalists," and an even greater number making purchase decisions based upon the perceived "greenness" of a product, wood products producers can no longer afford to neglect consumers' satisfaction with their products on the "green" dimension. Consumers' "green" wants should have an increasing impact on wood products that do not satisfy these wants. This paper provides an example of consumers' green wants for a wood-based product, and how misperceptions of the environmental impact of such a product can decrease satisfaction on the "green" dimension. Implications are drawn for wood products marketers, and for those in positions to educate consumers about the environmental friendliness of wood products.


Anonymous. 1989. Pulp and Paper North American Factbook.nAnonymous. 1993a. WWPA environmental program accents wood's positive value. Merchant Mag. 71(11): 24.nAnonymous. 1993b. It's not easy being green. Building Prod. Digest 12(3); 22.nBennett, P. D. 1988. Marketing. McGraw-Hill Book Company, New York, NY.nBowyer, J. L. 1993a. Editorial, Forest Prod. J. 43(5): 4-6.nBowyer, J. L. 1993b. Realistic thinking and the North American approach to environmental issues: A dichotomy. Virginia Forests (Spring): 25-31.nChurchill, G. A., and C. Surprenant. 1982. An investigation into the determinants of customer satisfaction. J. Marketing Res. XIX(Nov): 491-504.nCrow, A. 1990. Personal interview. Group leader—Fiber and Fluff, ITT Rayonier, Inc. Shelton, WA.nDay, G. S., and R. Wensley. 1988. Assessing advantage: A framework for diagnosing competitive superiority. J. Marketing 52(April): 1-20.nDickson, P. R. 1982. Person-situation: Segmentation's missing link. J. Marketing 46(Fall): 56-64.nDickson, P. R., and J. L. Ginter. 1987. Market segmentation, product differentiation, and marketing strategy. J. Marketing 51(April): 1-10.nDillman, D. A. 1978. Mail and telephone surveys: The total design method. John Wiley & Sons, Inc., New York, NY.nFornell, C. 1992. A national satisfaction barometer: The Swedish experience. J. Marketing 56(January): 6-21.nFowler, F. J., Jr. 1984. Survey research methods. Sage Publications, Inc., Beverly Hills, CA.nFranklin Associates, Ltd. 1988. Characterization of municipal solid waste in the United States, 1960-2000. EPA Contract No. 68-01-7310. Prairie Village, KS (March).nGoldman, D. 1991. Shoppers still don't see green. Ad-week 4: 12.nHanna, P. 1990. Profitability. Nonwovens Industry. January: 40-43.nKotler, P. 1984. Marketing management, 5th ed. Prentice Hall, Englewood Cliffs, NJ.nKotler, P., and G. Armstrong. 1991. Principles of marketing, 5th ed. Prentice Hall, Englewood Cliffs, NJ.nLehrburger, C. 1988. Diapers in the waste stream: A review of waste management and public policy issues. Research report to National Association of Diaper Services. Sheffield, MA.nMater, J. 1992. Marketing forest products. Miller Freeman, Inc., San Francisco, CA.nMendenhall, W., L. Ott, and R. L. Schaeffer. 1986. Elementary survey sampling. Wadsworth Publishing Company, Inc., Boston, MA.nOttman, J. A. 1992a. Green marketing. NTC Business Books, Lincolnwood, IL.nOttman, J. A. 1992b. Industry's response to green consumerism. J. Bus. Strategy 13(July/Aug): 3-7.nPeattie, K., and M. Ratnayaka. 1992. Responding to the green movement. Indust. Marketing Mgmt. 21: 103-110.nProctor & Gamble. 1992. What's best for baby bottoms. Proctor & Gamble Company. Cincinnati, OH.nSamuelson, R. J. 1990. The way we diaper. Newsweek. March 19: 46.nSinclair, S. A. 1992. Forest products marketing. McGraw-Hill, Inc., New York, NY.nSinclair, S. A., and B. G. Hansen. 1993. The relationship between purchase decisions and quality assessments of office furniture. Wood Fiber Sci. 25(2): 142-152.nSmith, S. 1993. Personal communication. Weyerhaeuser Co. Tacoma, WA.nSrivastava, R., M. Alpert, and A. Shocker. 1984. A customer-oriented approach for determining market structures. J. Marketing 48(Spring): 32-45.nTrinka, M. W., S. A. Sinclair, and T. C. Marcin. 1992. Determinant attribute analysis: a tool for new wood product development. Wood Fiber Sci. 24(4): 385-391.nWheeler, W. A. 1992. The reversal in reverse manufacturing. J. Bus. Strategy 13: 8-13.n






Research Contributions