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New Research Monograph Released: Drivers of Greener Print Choices: An Exploratory Study of Print Consumer Environmentalism (PICRM-2012-04)

February 27, 2012, 9:00 am
Printing Industry Center research findings consumer behavior environmentalism sustainability

Fourth monograph in 2011-2012 research agenda is released to the public

A newly released research monograph from the Printing Industry Center at RIT provides an overview of ‘green’ print behaviors in an office setting. Titled “Drivers of Greener Print Choices: An Exploratory Study of Print Consumer Environmentalism” (PICRM-2012-04) the monograph is authored by Kaitlyn Werner, an undergraduate student in the RIT Honors program, Sandra Rothenberg, Ph.D., an associate professor in the E. Philip Saunders College of Business at RIT, and Joseph Miller, Ph.D., an assistant professor in the E. Philip Saunders College of Business at RIT.

The survey-based study investigated what green print behaviors were currently in use by consumers, what motivates them to use green print options (including the environmental factors that impact the desire to modify one’s behaviors), and what barriers exist to using green print options. The researchers also sought to understand what informational and technological tools would be useful in helping to motivate consumers to use more green print options. After an initial focus group session with ten employees from the focus firm, the survey was sent to the entire firm, with 92 respondents completing the survey.

Key findings include:

The full report is available for download as a PDF from

About the Printing Industry Center at RIT
The Printing Industry Center is a joint program of the RIT School of Print Media in the College of Imaging Arts and Sciences and RIT's E. Philip Saunders College of Business, and was established in 2001 by the Alfred P. Sloan Foundation as one of the Sloan Industry Centers. The Center is dedicated to the study of major business environment influences in the printing industry brought on by new technologies and societal changes, creating a forum for printing companies and associations worldwide to access a neutral platform for the dissemination of knowledge, to share ideas, and to build the partnerships needed to sustain growth and profitability in a rapidly changing market. For more information, please visit


Media Contact:
Ashley Walker 
Marketing Communications Coordinator
Printing Industry Center at RIT