PERCEPCIÓN AMBIENTAL DE LOS CONSUMIDORES DE CALZADO

Abstract

The perceptions and beliefs of footwear consumers might be essential in the development of strategies in the design of environmentally friendly products, as much for the company as for the elaboration of green trade and marketing policies. This analysis has been developed using the results of a survey of 126 adult footwear consumers living in the Valencian Community. The main results demonstrate that there exists a great sensitivity among footwear purchasers when choosing products that are environmentally friendly, and that the association of clear concepts that the consumer can understand requires moreover a campaign explaining the advantages. Keywords: footwear, consumer; environmental perception, eco-label.