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Faculty Forum to examine environmental consumerism

Denise Ogden, Ph. D.
2/15/2010 —

Denise Ogden, Ph.D., associate professor of marketing at Penn State Lehigh Valley, will be the featured speaker for the next Faculty Forum session at 12:20 p.m. on Thursday, February 25 in room 135 at the campus in Center Valley. Ogden's talk will examine why having strong environmental attitudes does not always translate to buying green products, and how this issue affects marketers of those products. This lecture is free and open to the public.


As part of the discussion, Ogden will discuss social dilemma theory and will reference group theory to understand the attitude-behavior gap in environmental consumerism.


"This research argues that the gap exists because it presents a social dilemma to consumers," says Ogden. "The discussion will also reference group theory to explain the consumer decision to make the trade-off between such self and collective group interests. For example, are you more likely to buy green products when celebrities you admire also purchase these products?"


Ogden will share specific details of a 2009 study, "To buy or not to buy? A social dilemma perspective on green buying," published in the Journal of Consumer Marketing. The study was co-authored by Shruti Gupta, Ph.D., assistant professor of marketing at Penn State Abington.


"For this particular study, my interest in retailing and her interests in consumer behavior crossed," says Ogden.  "We had discussed the paradox that, despite expressing concern toward the environment, consumers were unwilling to buy green goods in the quantities expected.  We decided to use compact fluorescent light bulbs as the product of interest."


Denise T. Ogden received her doctorate in marketing from Temple University (Philadelphia).  Her research interests include retailing, multi-cultural aspects of marketing and integrated marketing communication. Shruti Gupta received her doctorate in marketing from Temple University (Philadelphia).  Her research interests include corporate social responsibility and consumer behavior.


For more information, contact University Relations at 610-285-5067 or email aag18@psu.edu.

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