Degree Type

Honors Capstone Project

Date of Submission

Spring 5-1-2019

Capstone Advisor

Todd Moss

Honors Reader

Sue Smith

Capstone Major


Capstone College


Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Business | Marketing


I study the important brand-building relationship between consumer characteristics and the green 4 Ps that has been neglected in the literature: how the green marketing mix can work simultaneously to influence a consumer’s attitude toward a green brand with the goal of understanding how a green brand image is created. This study considers Information Integration Theory and Social Judgment Theory to assess how attitudes can be formed through the green 4 Ps. I collected data through a Qualtrics online survey from 185 respondents. Subsequent regression analyses in SPSS revealed certain strong relationships between select consumer characteristics and a positive attitudinal formation. This study concludes that there exists a strong relationship between the consumer characteristic of green trust on price, place, and promotion, meaning a consumer who trusts green messaging can have their attitudes influenced by green price, green place, and green promotion activities. The study also concludes that green price has the strongest ability to influence attitudes of consumers. Finally, the strongest relationship exists between the consumer characteristic of attitude toward green products and green price. Therefore, the results of this study can help marketing managers more effectively select a target audience and use the green marketing mix to create a desired attitude toward their green brand and overall brand image.

Creative Commons License

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.

Included in

Marketing Commons