Green Washing Your Clothes

Abstract

The purpose of implementing a correlational design study was to determine how individuals perceived eco-friendly (green) detergents in terms of sustainability and performance compared to generic laundry detergents. It was hypothesized that participants would perceive green detergents as superior in sustainability but inferior in performance compared to its counterparts. In this study, participants were intercepted on UBC campus with verbal consent and were asked to answer a quick survey preceding a printed image of a laundry detergent. Surveys included a free-association task, in which participants were asked to generate words after being shown an image of the respective detergent, consumer behaviour questions, Likert-scale questions regarding personal and perceived cleanliness and sustainability, and basic demographic/psychographic questions. Subsequent results conclude that Nellie’s, a green product, was perceived as the most sustainable option. However, in terms of performance, it scored the same as its generic counterparts, supporting only half of our proposed hypothesis. Students (or perhaps Millennials) may already have certain brands in mind with regards to laundry detergents, but are flexible in trying new ones. Repositioning Nellie’s as the premier sustainable brand and changing its packaging can potentially allow students to shift their preferences and opt for greener products. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”Arts, Faculty ofPsychology, Department ofUnreviewedUndergraduat

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