ABSTRACT
The growth in stakeholder interest in industry's environmental performance, especially among consumers, has not gone unnoticed by marketers and manufacturers of electrical and electronic products. This has resulted in environmental performance becoming increasingly emphasised in marketing such products. This chapter presents the case study of 'business-to-business' consumers. This study aims to investigate the relative trade-offs company purchasing managers make when purchasing electronic and electrical products. Conjoint analysis is a market research tool that can be used to measure consumers' trade-offs among products with many attributes. The purchasing managers were required to think about and articulate their trade-offs. A recent survey into green consumption patterns in the United Kingdom suggests that the number of green consumers has increased only slightly since 1990, while the proportion of people who have not altered their spending habits despite environmental concerns has increased in the last few years.
