Research Paper--How do you turn that into a clever title?

For my personal research paper, I plan on exploring how marketing affects a consumer’s willingness to buy “go-green” products. I want to explore the ways in which companies are working toward combining profitability and sustainability.

Many businesses today are working toward going “green,” and ensuring that all businesses practices are environmentally-considerate. Since this issue is so trendy, are companies simply jumping on the back wagon to keep up with competition and continue to profit off of this trend? In order to practice this form of conservation, it requires that the company takes a small hit, since it requires more money to ‘save the world.’ Companies are able to get consumers to pay this premium and continue to spend greater amounts of money on these “go green” products. The marketing departments of these companies alike trying to go green, may be a major deciding factor on how quickly we get to saving the planet. The marketing campaigns behind these products are a driving force in whether or not consumers—and the public at large—begin to invest in interest in this cause.

THESIS: Data pending—but something along the lines of price

Hypothesis: My personal expectations of my findings are that cost will play the biggest role in determining in what people will buy followed by how “attractive” the packaging/ label is. I believe that no matter how eco-minded people are, there is a simple line which divides the cost from benefit. Will paying $2.00 extra actually improve the world a minimum of at least two dollars?

Research:
I have created a survey which will test this.

TAKE THE SURVEY HERE!

The survey contains a test of three products all multi-surface bathroom disinfectant sprays. My control product is that of original name brand Clorox bathroom disinfectant. I am testing it with Clorox’s side brand, Green Works Bathroom disinfectant, and an independent firm—Ecover Bathroom disinfectant cleaner spray. The survey goes through different hypotheticals and demographic questions. The first scenario has all three products (all that contain 30 fluid ounces throughout the whole survey) set at the same price—$3.89—a to determine their inclinations about the environment. The second scenario has the Green Works and Ecover price set one dollar higher at $4.89. The last has the Ecover raised to $6.89 to test how much money people are willing to spend for perhaps the greenest, non-name brand product. I also included a question of how environmentally friendly the person would consider themselves and which product they felt was most physically appealing. This will control anyone from just checking the green products because it isn’t real money and thus expresses their ideologies without real-world applicable data.