The questionnaire is part of the dissertation of a Master student in Marketing Communications.

It has been made to investigate how food retailers should communicate their green credentials to customers. This questionnaire is anonymous. Thanks in for your time and cooperation.

P1. What is your gender?

Male

Female

P2. How old are you?

1. Under 18 years old

4. Between 35 and 44 years old

2. Between 18 and 24 years old

5. Between 45 and 54 years old

3. Between 25 and 34 years old

6. More than 55 years old

P3. What is the higher level of education you achieved? (Select one) P31. Secondary school :gcse's/0 levels/cse's/nvq levels 1 & 2 or similar P32. Secondary school: a levels/a-s levels/scottish highers/irish leaving certificate/nvq levels 3 or 4 or similar P33. University/college P34. Post graduate diploma/masters/doctorate P35. Trade or technical qualification P36. Professional qualification (e.g. Accountancy) P37. Still studying P99. None of these

Q1.

Which of the following supermarkets do you currently shop food from? (select one)

1. Tesco

6. Morrisons

2. Asda

7. Somerfield

3. Sainsburys

8. Marks and Spencer

4. Iceland

98. Other

5. Waitrose

99. None of these

Q2.

What is the most important reason why you choose this supermarket? (select one)

1. Provide a high customer service

5. Behave ethically and fairly

 2 Convenient location and/or access

6. Actively preserve the environment

3. Provide products with quality guarantees

98. Other

4. Provide better value for money

99. None of these

Q3.

Please indicate the extent to which you agree or disagree with each of the following statements. (Check one alternative per row)

Agree Agree Neither Disagre Disagre Dont strongl slightly agree e e know y nor slightly strongl disagre y e Q31. I am concerned with environmental issues and climate change Q32. I am proactive in helping preserve the environment Q33. I think I have a good environmental knowledge Q34. I am very sceptical of environmental claims of companies Q35. I punish companies that exaggerate their green claims recently stopped Q36. I buying from companies who might damage the environment stopped Q37. I recently buying from companies who might act unethically Q38. I am prepared to pay more for environmental friendly products2 Q39. Laws and regulations are necessary on green products

Does not apply

Q4.

Do you purchase green products1 ?

1. Yes

2. No (go to Q.7)

3. Occasionally

Q5.

What sort of green products1 do you purchase? (Check all that apply)

1. Food

6. Travel

2. Drinks and beverages

7. Electronics

3. Toiletries and cosmetics

8. Auto/Moto

4. Pharma and health

98. Other

5. Clothing

99. None of these

Q6.

What are the reasons why you buy green products1 ? (Check all that apply)

1. Ethics

5. Sustainability

2. Convenience

6. Fashion

3. Politics

98. Other

4. Quality

99. None of these

Q7. Which of the following stop you from not buying or buying more green products1 ? (Check all that apply)

1. Lack of trust in quality 2. Lack of information 3. Lack of good advice and referee 4. Lack of choice 5. I can't afford them 6. Environmental implications are often difficult to understand 7. They are difficult to find 8. I dont know who to seek advice from 9. Cant be bothered 10. I dont think its worthwhile 99. None of these

Q8.

Thinking of the environment and climate change, who do you think is the most responsible for: (select one)

Individuals

Industries Companies

Government

NGOs NPOs

International bodies and agreements

Q81. Causing damages

Q82. Tackling environment al damage

Q9.

Why do you think companies promote their green credentials? (check all that apply and assign a preferential order)

1. They actually are green

5. To give back to environment

2. To gain in profitability

6. To build up their reputation

3. To protect from attacks

98. Other

4. To remain competitive

99. None of these

Q10. Of the following list, who do you most rely on for recommendations on food
products? (select one)

1. Partner

6. Governmental bodies

2. Family

7. Independent bodies

3. Friends

8. Newspaper or magazine

4. Colleagues/ co-workers

9. Internet website

5. Non governmental organisations

98. Other

10. Have not sought advice

Q11. What do you think is the most important aspect of a food product? (select
one)

1. Quality

5. Respect for the environment

2. Price

6. Brand

3. Technical performances

98. Other

4. Country of origin

99. None of these

Q12. How would you prefer to receive information on food products? (check all
that apply and assign a preferential order)

1. Television

6. Post

2. Radio

7. Telephone

3. Internet

8. Face to face

4. News paper

98. Other

5. Magazines

99. None of these

Q13. Please indicate the extent to which you agree or disagree with each
of the following statements. (Check one alternative per row) Agree Agree Neither Disagre Disagre Dont strongl slightly agree e e know y nor slightly strongl disagre y e Q131. I dont really understand environmental labels Q132. I always read the information display on products packaging Q133. Information on packaging help myself in making purchase decision Q134. I dont know where to find independent information on companies ethic Q135. I dont know where to find independent information on products Q136. I dont believe in advertising claims Q137. I am prepared to change my behaviour to preserve the environment Does not apply

Q14. Which one of the following would you be the most likely to trust? (select
one)

1. Industries / companies

4. Independent bodies (NGOs)

2. Government

98. Other

 3. Local authorities

99. None of these

Q15. From this list, which is the single most important thing that food
retailers could do to increase your level of trust? (select one) 99. None of these 1. Improve customer service 2. Offer products that are easier to understand 3. Offer products with quality guarantees 4. Offer products that provide better value for money 5. Do what they will say they do, keep their promises 6. Behave ethically 7. Make me feel that they care for me 8. Make me feel that they treat me fairly 98. Other

Q16. What type of information do you need to know about a green food product1
? (select one)

1. Its impact on the environment

5. Its use of carbon dioxide

2. Its technical performances

6. Its country of origin

3. Its chemical content

98. Other

4. food miles

99. None of these

Q17. What kind of green products1 would you be the most likely to purchase?
(select one)

1. Food

6. Travel

2. Drinks and beverages

7. Electronics

3. Toiletries and cosmetics

8. Auto/Moto

4. Pharma and health

98. Other

5. Clothing

99. None of these

Q18. Thinking about a company that successfully communicated their green

credential, what was the most important? (select one)

1. TV advertising campaign

5. Information provided

2. Message

6. Engagement of brand

3. Credited by relatives/friends/co-

98. Other

workers

4. Credited in the medias

99. None of these

Q19. On a scale from 1 being the lowest to 10 being the highest, how would in
terms of ethics rate your: (circle where it applies)

Q191. Electricity provider

10

Q192. Internet provider

10

Q193. Mobile phone provider

10

Q194. Supermarket

10

Q195. Bank

10

Q20. Please indicate the extent to which you agree or disagree with each
of the following statements. (Check one alternative per row) Neither Disagre Disagre Dont e e know Agree Agree agree nor slightly strongl strongl slightly disagre y y e Q201. I feel myself being very trendy Q202. I feel myself being politically engaged Q203. I cycle every time I can not to use my car Q204. I buy green food products1 because I care for the environment Q205. I volunteer in charity to give back to the Does not apply

community Q206. I donate money to charity regularly Q207. I discuss environmental issues with the people surrounding me Q208. I like expressing my personal opinions and discuss them with others Q209. I am prepared to recycle more

Attitudes Toward Green Advertising:

* indicates recoded item

Mean

Std. Dev.

Factor

Cognitive and Affective Responses to Green Advertising

3. Green advertising is valuable to society. 4. Green advertising promotes materialism.* 6. Green advertising leads people to be more socially responsible.

3.95 2.43 3.68

.849 .974 .943

1 1 1, 2

11. Green advertising shows the consumer that the firm is addressing consumers' 3.84 environmental concerns. 12. Green advertising strengthens company image. 23. I think green advertising is good. 25. Most green advertising insults people's intelligence.* 27. Green advertising claims are insincere.* 30. Green advertising is a good business practice. 31. Green advertising is a weak form of advertising.* 33. Green advertising is unprofessional.* Consumer Responses to the Companies and Their Products 4.01 3.86 2.32 2.62 3.84 2.31 1.96

.815

.793 .910 1.011 .932 .809 .884 .885

1 1 1 1 1 1 1

1. A company that uses green advertising is trustworthy. 5. Products and services that are advertised as green are safer to use.

3.30 3.20 3.55 3.15

.914 1.018 .921 .942

2 2 1, 2 2

32. Green advertising is good at addressing environmental problems. 13. Green advertising is a good source of information about products/services.

14. Green advertising is believable. 15. Green advertising results in better products. 17. Products/services that are advertised as green are less expensive to society in

3.19 2.93 3.18

.860 .918 1.029

2 2 2

the long run. 19. Green advertising helps to solve environmental problems. 20. Green advertising is interesting to see. 21. Green advertising presents a true picture of the product being advertised. 26. Sponsors of green advertising have sincere intentions. 28. I have more confidence in advertised green products than in unadvertised 2.85 green ones. 29. I believe the claims in green advertising are truthful. Consumers Specific Behaviors 22. I tend to be more loyal to products from companies that practice green 2.98 advertising. 24. I plan to switch to products and services that were advertised as being green. 2.76 34. I would pay more for products or services that were advertised as being green. .60 2 35. I prefer products with eco-labeled packages. Moral/Ethical Impact of Green Advertising 3.01 .988 1.100 1.054 3 3 3 1.673 3 3.25 .844 2 .998 2 3.21 3.42 2.69 2.99 1.056 .984 .885 .920 2 2, 3 2 2

2. Green advertising exploits environmental issues instead of addressing them.* 2.84 7. Green advertising is deceptive.* 8. Green advertising preys upon consumers' environmental concerns.* 10. Companies use green advertising to protect their reputations. 16. Green advertising results in higher prices for products.* 18. Advertisements that focus on environmental concerns persuade people to buy 2.87 products they do not really need. * Removed Items to Improve Reliability 2.73 3.49 3.69 3.22

.978 .956 1.082 .962 .944 .995

1, 4 4 4 4 4 4

9. Green advertising is unnecessary.* 36. I don't pay much attention to green advertising.* 37. I have an unfavorable view of green advertising.* 38. Green advertising is wasteful.*

1.92 3.36 2.18 1.91

.973 1.215 1.034 .948

1 3 1 1

. What Brand do you associate the most with being Green?

What Brand do you associate the most with being Green?

2. To what extent do you believe the following statement: "It's the responsbility of companies to educate us in how to be more Green"
To what extent do you believe the following statement: "It's the responsbility of companies to educate us in how to be more Green" 1 Agree Completely 2 3 4 Strongly Disagree

3. To what extent do you agree with the following statement: "My own personal contribution in being green can actually make a difference on gobal warming."
To what extent do you agree with the following statement: "My own personal contribution in being green can actually make a difference on gobal warming." 1 Agree Completely 2 3 4 Strongly Disagree
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Looking at the above advert what feelings do you have towards the product?