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UH West Oʻahu professors publish 'Environmental Consumerism' article

University of Hawaiʻi-West Oʻahu
Julie Funasaki Yuen, (808) 454-4870
Public Information Officer, Public Relations and Marketing Department
Posted: May 3, 2010

Dr. Ross Prizzia
Dr. Ross Prizzia
Dr. Derrek Choy
Dr. Derrek Choy
UH West Oʻahu assistant professor Dr. Derrek Choy and professor Dr. Ross Prizzia recently published an article in the spring 2010 issue of the peer-reviewed journal, International Management Review. The article titled “Environmental Consumerism and the Role of the Hybrid in Hawai‘i” focuses on the relationship between consumer behavior, the auto industry and the environment.
According to Drs. Choy and Prizzia, motivating consumers to purchase hybrid automobiles is a major concern of the automobile industry, the government and environmental managers. In the context of consumer behavior, automobile emissions are the single largest contributor to several pollutants, including carbon dioxide and nitrous oxide, both designated as greenhouse gas emissions under the Kyoto Protocol of 2005. The results of the research, which includes a survey of Hawai‘i consumers, revealed that regardless of age and gender, respondents agreed they would purchase a hybrid car if the cost were the same as the traditional gas fueled car and would support environmentally friendly legislation.
Dr. Choy is an assistant professor of business administration in marketing at UH West O‘ahu. He is the coordinator of the marketing program, teaches marketing courses and advises on marketing issues in the community. His area of expertise is marketing strategy and consumer behavior in the world market.
Dr. Prizzia is chair of the Division of Professional Studies and professor of public administration at UH West O‘ahu. He is the author of numerous journal articles, book chapters and four books, and also serves as peer reviewer for the Journal of Environmental Economics, International Journal of Disaster Resilience in the Built Environment and the American Review of Public Administration.