Radford, ScottSimpson, Bonnie Jean K.2017-12-182017-12-182012Simpson, B. J. (2012). Consumer perceptions of sustainability as a product attribute (Doctoral thesis, University of Calgary, Calgary, Canada). Retrieved from https://prism.ucalgary.ca. doi:10.11575/PRISM/5006http://hdl.handle.net/1880/106007Bibliography: p. 117-143Includes copy of ethics approval. Original copy with original Partial Copyright Licence.This dissertation examines the construct of sustainability, its role as a product attribute, and the influence of situational factors on sustainable product decisions. While past research in sustainable behaviours has largely focused on measuring and identifying individual difference variables that will influence behaviours, this dissertation examines marketing controlled situational variables, such as product, promotion and signals of credibility, which may encourage greater engagement with sustainable initiatives, thus expanding the traditional focus on individual differences. In three essays that employ three different methods, this research contributes to sustainability and marketing literatures as it elucidates consumer perceptions of sustainability, highlights the influence of situational factors, and examines the effectiveness of persuasion techniques in highly skeptical consumer domains. Collectively the results support the argument that a one­dimensional environmental operationalization of sustainability may be underestimating the importance of the other dimensions in consumer perceptions. Additionally, the research supports the argument for the consideration of marketing-controlled situational variables in the study of sustainable consumer behaviours. The role of confidence is presented as means of countering consumer skepticism in the domain of sustainable products, and the moderating influence of skepticism on the persuasive effects of credibility signals is demonstrated.viii, 199 leaves : ill. ; 30 cm.engUniversity of Calgary graduate students retain copyright ownership and moral rights for their thesis. You may use this material in any way that is permitted by the Copyright Act or through licensing that has been assigned to the document. For uses that are not allowable under copyright legislation or licensing, you are required to seek permission.doctoral thesis10.11575/PRISM/5006