A Study on eco-friendly merchandise in a resort retail environment Lindsey C. Patrick
University of Nevada, Las Vegas
Patrick, Lindsey C., "A Study on eco-friendly merchandise in a resort retail environment" (2010). UNLV Theses/Dissertations/ Professional Papers/Capstones. Paper 723. http://digitalcommons.library.unlv.edu/thesesdissertations/723
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A STUDY ON ECO-FRIENDLY MERCHANDISE IN A RESORT RETAIL ENVIRONMENT
Lindsey Clarissa Patrick
Bachelor of Science University of South Carolina 2006
A thesis submitted in partial fulfillment of the requirements for the
Master of Science in Hotel Administration William F. Harrah College of Hotel Administration Graduate College University of Nevada, Las Vegas December 2010
Copyright by Lindsey Clarissa Patrick 2010 All Rights Reserved
THE GRADUATE COLLEGE
We recommend the thesis prepared under our supervision by
Lindsey Clarissa Patrick
A Study on Eco-Friendly Merchandise in a Resort Retail Environment be accepted in partial fulfillment of the requirements for the degree of
Master of Science in Hotel Administration
William F. Harrah College of Hotel Administration
Curtis Love, Committee Chair Karl Mayer, Committee Member Bo Bernhard, Committee Member Jack Schibrowsky, Graduate Faculty Representative
Ronald Smith, Ph. D., Vice President for Research and Graduate Studies and Dean of the Graduate College
ABSTRACT A Study on Eco-Friendly Merchandise in a Resort Retail Environment
by Lindsey Clarissa Patrick Curtis Love, Examination Committee Chair Associate Professor of University of Nevada, Las Vegas The purpose of this study is to determine consumer purchasing habits of ecofriendly apparel in a retail resort environment. In order to find the rationale behind purchasing decisions, this study measured sales and survey responses based on the choice of two tee shirt options, eco-friendly tee shirts and regular cotton tee shirts. The survey was given to all customers purchasing these tee shirts in order to determine specific demographic information as well as their personal opinions on eco-friendliness, and willingness to pay a premium for eco-friendly products. Due to a lack of previous research in this field, this study is considered exploratory. The data was collected from a resort retail store in Ocean Beach, NY. All surveys were completed during the 2010 summer season. Data analysis found that positive attitudes regarding eco-friendliness and the willingness to pay a premium for eco-friendly products were indicators of eco-friendly apparel purchases. There was also a positive relationship between the percentage more customers were willing to pay for eco-friendly products and their overall eco-friendliness. The respondent demographics that led to an increased purchase of eco-friendly apparel included gender (females) and permanent residence (urban).
ACKNOWLEDGEMENTS I would like to begin by thanking all of my thesis committee members as their help and guidance was invaluable to the completion of my thesis. As my committee chair, Dr. Curtis Love assisted me in the development of my topic and provided the direction and tools needed to complete my study. Due to his retail background, Dr. Love was able to guide me in the steps towards turning an idea into a study and creating the groundwork needed for my final product. Dr. Love’s interest and encouragement towards my topic lead to the successful completion of my thesis. Dr. Karl Mayer has been a wonderful advisor throughout my time at the College of Hotel...