Research

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Drivers of Greener Print Choices: An Exploratory Study of Print Consumer Environmentalism

Area: Sustainable Print
Document # PICRM-2012-04

The focus of this report is to provide an overview of green print behaviors in an office setting. To successfully encourage sustainable behaviors by workplace print consumers, print providers and employers must first understand the motivations that drive these consumers. Then, print providers must create products and services that enable print consumers to make ‘greener’ print choices. While print providers can encourage behavior at the consumer level by providing a mix of products and services that enable behavioral modifications, the actual environmental benefits will not be realized unless consumers use the products and services in the sustainable manner intended. Therefore, firms need active involvement of consumers throughout their use of the products and services to ensure green behavior is actualized.

Download the full monograph.

Tags: sustainability consumer behavior printing industry

Author

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Kaitlyn Werner
Undergraduate Student, Honors Program
Rochester Institute of Technology

Author

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Sandra Rothenberg, Ph.D.
Associate Professor & Zutes Faculty Fellow, E. Philip Saunders College of Business
Rochester Institute of Technology

Author

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Joseph Miller, Ph.D.
Assistant Professor, E. Philip Saunders College of Business
Rochester Institute of Technology