Consumer/Voter Behavior in the Passage of the Michigan Container law

This is the authors' abstract. We don't add key points for this paper.

The landslide victory of Michigan's “bottle bill” by popular vote contradicts previous findings regarding the small size of the ecologically concerned consumer segment. A survey of voter preference conducted just prior to the 1976 general election addresses this contradiction and some broader aspects of consumer environmental behavior. Implications for ecological marketers are discussed.