Pro-Environmental Strategies for Small Businesses: Factors Affecting Consumer Trust and Responsibility

Authors

  • Linda I. Nowak Sonoma State University
  • Kelly Fucciolo Sonoma County Water Agency
  • Brenda S. Ponsford Sonoma State University

Abstract

Consumer reactions to environmental protection policies adopted by small and large retailers were compared and analyzed for differences. Trust in the retailer and expectations of the policy successfully affecting change in the environment were significant predictors of customer loyalty, regardless of retailer size. However, consumers had higher levels of trust and expected to be more loyal to small retailers adopting these policies, even though consumers predicted the larger firms would be in a position to achieve greater results for the environment.

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Published

1999-06-17

Issue

Vol. 10 No. 2 (1999)

Section

Small Business Brief

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How to Cite

Pro-Environmental Strategies for Small Businesses: Factors Affecting Consumer Trust and Responsibility. (1999). Journal of Small Business Strategy (archive Only), 10(2), 78-85. https://libjournals.mtsu.edu/index.php/jsbs/article/view/417