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The determinants of green consumption: a study of socio-demographics factors as determinants

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par Marine ETIEVENT
ESC Rennes - Master of science in International Marketing 2011
  

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Conclusion

To resume it appears that compatible cartridges are not really known by general public, as a significant part of respondents seem to don't know it at all. Moreover, for those of who know what it is, it appears that, some made ideas are still in mind of consumers, as in this sample a significant part of respondents think that compatible are less efficient or made of less quality. People are still septic about those products, even if the mentalities against those products are evolving. Businesses which are commercializing those kinds of products have to clearly explain why buying compatible cartridges could be beneficial for the environment, in term of price or quality. It is this last point that scares consumers. Indeed, as it is a recycled and refilled cartridge they think that those cartridges are made of less quality and can cause damages to their materials (printers etc.).

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