Summarize the article Essay Example | Topics and Well Written Essays - 250 words - 2

Summarize the article - Essay Example government-mandated labels are â€Å"the energy star ratings used on household goods and environmental hazard warnings required on pesticides and products with CFCs or toxic substances† (DSouza, 2004). Self-declarations are the claims of manufacturers such as â€Å"recyclable† or â€Å"biodegradable†. These environmental labels affect different types of green consumers and their buying habits. D’Souza used a two-dimensional model to present the four types of green consumers namely, the environmentally-green consumers, emerging green consumers, price sensitive green consumers, and conventional consumers (2004). These consumers are differentiated on the basis of their cognitive and non-cognitive perspectives, and the perceived product benefits and risks. They behave differently towards label information. It is necessary therefore for marketers and manufacturers to segregate their target markets and determine the category to which they fall. The type of consu mer and their response to the label and ecological attributes of the product have marketing implications which must be considered in the design of the marketing strategies of companies. Environmental labelling should be a primary concern of every manufacturer today because of the growing concern for environmental issues. Label information will help selective consumers to make informed purchasing decisions, whether they are green consumers or