Melissa Donald PhD Candidate

Melissa Donald is a PhD candidate within the School of Marketing at UWS. Ms Donald has been studying consumer attitudes to clean green products, holding ten focus group discussions across New South Wales over the past two years, including an online survey across Australia.

Ms Donald says her findings have led her to the conclusion that consumers have an expectation that the government will take a leadership role on this issue, and provide them with more information about how to purchase more environmentally responsible products.

She says there’s a widespread perception that clean products are going to cost more, and people think they should be assisted financially to ensure they aren’t penalised for doing the right thing.

She says consumers can be divided by age groups. She says people under the age of 35 are very engaged in the issues but can’t make the right purchases because of financial constraints or the perception they should have government assistance. She says people over the age of 35, and particularly over the age of 55, are also engaged but they are really trying to use their purchasing power to make a difference.

She recommends the government consider using cash handouts - such as the recent one off stimulus payments – to help consumers purchase green products such as rain tanks.

Media Interviews

For media interviews with Melissa Donald, contact Kristy Gleeson, Office of Public Affairs.