Ecological consumer behaviour: an empirical analysis

Increasingly, consumers choose ecological products when they do the shopping, not only because it is a healthier option but also because it helps to sustain the environment for future generations. They are prepared to switch products for ecological reasons and stop buying products from companies that cause pollution. Firms and other economic institutions are aware of the importance of reflecting these attitudes towards the environment in developing their products. This paper is focused on environmental attitudes as meaningful predictor of ecological behaviour. A three‐dimensional approach to this variable has been developed, which addresses its emotional, cognitive and conative components. A random sample survey of 573 individuals was used to verify the conceptual model and framework. This model was assessed initially by principal factor analysis and subsequently, by structural equation modelling. Findings of this study showed that environmental attitudes have a significant effect on ecological behaviour. This research improves our understanding of how consumers feel and what attitudes best define their way of behaving in relation to environmental problems.     

Construction of consumer choice in the market: challenges for environmental policy

Drawing from the literature on the analytics of government, the paper discusses marketing as a form of government, elaborating and illustrating the many ways in which consumer choice is shaped, modified and directed in the market through practices and techniques of consumer marketing. The aim is to critically reflect upon and render problematic the individualistic ideas of the green consumer as a powerful market force and to provoke discussion on the conceptualization – and construction – of consumer subjectivity and social problems in marketing. Taking examples particularly from the fashion and clothing industry, the paper discusses the ways in which marketing activities come to shape consumer conduct by operating through the choice of individuals who freely pursue their needs and desires, and by working on the environment within which this freedom of choice is exercised. The paper contributes to the literature on green consumerism by systematically interrogating and elaborating on the modes and practices of marketing thought and expertise through which consumers and consumption are rendered intelligible and actionable in the market.     

With the best of intentions: a large sample test of the intention‐behaviour gap in pro‐environmental consumer behaviour

Many consumers intend to make pro‐environmental purchases; however, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behaviour. The current study uses a large sample of Australian consumers (N = 772) to test Carrington, Neville and Whitwell's (2010) conceptual model of the intention‐behaviour gap. Responses showed that implementation intentions mediated the relationship between intention and pro‐environmental consumer behaviour. Behavioural control and environmental involvement were found to moderate the relationship between implementation intentions and behaviour. Shopping context was found to moderate the relationship between intention and implementation intentions. The findings have theoretical implications for furthering understanding of pro‐environmental consumer behaviour, and practical implications regarding how to generate socially beneficial behaviours.     

Segmenting Green Consumers in the United States: Implications for Green Marketing

The purpose of the current study was to segment U.S. consumers into four distinct clusters based on their beliefs and motives regarding pro-environmental consumer behavior. Using a nationally representative sample of U.S. adults from Experian Simmons (N = 22,348), this study revealed that: (a) there are four clusters of consumers in the United States with a unique set of beliefs and motives regarding consumer environmentalism; (b) the clusters have distinct demographic and media usage profiles; and (c) the groups have varying responses to the industry's initiatives to protect the environment. Implications of the research are discussed in light of developing message and media strategies for green marketing.     

Green decisions: demographics and consumer understanding of environmental labels

This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers’ understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.     

Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.     

Measuring consumer understanding and perception of eco‐labelling: Item selection and scale validation

The use of “eco‐labels” by businesses, both as communication and positioning strategies, is increasing. For these eco‐labels to be effective, however, it requires consumers to understand and value what eco‐labels are communicating. Research suggests that there are many factors impeding consumers’ understanding of eco‐labels . Most of these studies have focused on single dimensions of a complex phenomenon and in doing so they have ignored the multifaceted aspects of the construct, suggesting that a more integrated representation is warranted. The work herein undertakes four studies to empirically test and validate a multidimensional measure that can be used to assess how consumers psychometrically understand and perceive eco‐labelling. The four‐study process involves qualitative interviews to extend the issues identified within the literature, followed by two studies using principal component analysis, confirmatory factor analysis and structural equation modelling analysis, each using separate samples, to test the reliability and validity of the proposed eight‐dimensional 27‐item ECOLSCALE. Another study is then undertaken to assess the nomological validity of the scale regarding to consumers’ environmental orientation. The ECOLSCALE developed in this work can be used to assist marketers, policy makers and researchers to evaluate the impact of eco‐labelling schemes on consumers’ understanding of eco‐labels, thereby enabling consumers to make more environmentally informed decisions.     

How to maintain sustainable consumer behaviours: A systematic review and future research agenda

Maintaining sustainable consumer behaviours is necessary for both mitigating environmental problems and the success of sustainable businesses. However, to date, the focus is mainly on the motivation-adoption link (i.e., how to motivate sustainable consumer behaviours) rather than the adoption-continuance link (i.e., how to maintain those behaviours). This study addresses the link between sustainability adoption and continuance, through a structured literature review. Specifically, this study synthesizes what is (and is not) known about the post-adoption (continuance) stage of the sustainable consumer journey, by reviewing and integrating the results of 87 articles. This review has three key outcomes. First, it elaborates on the importance and distinction of the continuance stage, which is predicted by a set of different and ‘evolving’ factors, compared with motivation and initial adoption. Second, the key components of the continuance stage are identified and grouped under (I) post-adoption cognitive perceptions, (II) emotional outcomes, and (III) subsequent behavioural patterns of (dis)continuance, spillover, advocacy, loyalty and habit formation. Third, this study introduces the concept of sustainable consumer behaviour continuity and discusses theoretical relationships in a conceptual framework. Finally, this review identifies knowledge gaps and provides research directions as well as implications for theory and practice.     

The changing consumer in Portugal

The 1980's for Portugal was a period of remarkable changes and a number of events influenced the decade significantly. Changes in environmental variables had great impact on the behaviour of Portuguese consumers and the marketing management of firms. This article reviews the changes along a number of variables which are relevant for decision-making in marketing in Portugal. Economic environment, demographic developments, cultural and attitude changes, variables related to Portuguese consumers and changes in macro marketing-mix will be assessed. The future trends of these variables will be reviewed and their implication for marketing management in the remaining years of this century will be considered.     

绿色消费驱动下的绿色营销策略及其启示

绿色消费是绿色营销产生和发展的时代基础和思想基础,绿色营销能有效引导和促进绿色消费。文章基于绿色消费和绿色营销的互动发展机制,从消费者感知效力、利他主义、自由主义和环境保护意识四个细分变量分析了绿色消费行为,揭示了其间隐含的营销策略启示。     

The concept of consumer vulnerability: Scale development and validation

Although studies of nonrational consumer behaviour in the fields of psychology and marketing are widespread, few scholars have discussed this issue from the integrated perspective of individual characteristics and consumer welfare. Extant research has introduced the concept of consumer vulnerability to deepen the study of nonrational behaviour. The present research defines consumer vulnerability as an individual characteristic, that is, a tendency to be influenced by an external stimulation or temptation that leads to decisions harmful to the person's own welfare. To operationalize this concept, this study develops a consumer vulnerability scale. Results from exploratory factor analysis and confirmatory factor analysis reveal the following seven dimensions of consumer vulnerability: product knowledge, product promotion, marketing and emotional stress, social pressure, purchasing power, refunds policy and discrimination ability. After verifying the scale's reliability and validity, this study confirms that it can be applied to measure the degree to which consumer welfare has been harmed and predict nonrational decision‐making behaviour. Limitations and future research directions also are discussed.     

浅析我国农产品绿色营销问题及对策

农业是国民经济的基础,农产品的绿色营销是实现生态农业可持续发展的必由之路。本文重点分析农产品绿色营销中的若干问题,针对其中的问题,提出了激发绿色市场需求、营造绿色营销环境、应用绿色生产技术、实施绿色产业集群、构建绿色市场营销体系等方面的对策。     

Environmentally friendly consumer: from determinism to emergence

Several attempts have been made by academics in the past to explain the so‐called ‘environmentally conscious’ consumer. These explanations share an important feature, namely determinism. This paper identifies three different sources of determinism that are distinguished in recent literature on the green consumer: cultural determinism, psycho‐socio‐demographic determinism and calculative determinism. An explanation of the green consumer in these terms, however, loses sight of the emergence and processuality of consumer behaviour. Process oriented constructionism, by contrast, is useful to recover these important aspects. This paper suggests a research agenda focused on socio‐material processes and situated actions that lead to the emergence and stabilization of a particular type of consumer behaviour.     

Retail-consumer commitment and market segmentation

Customer's commitment has become a main mediating goal for many companies. It appears to be a promising market segmentation criterion. In this sense, the present work focuses on commitment as a possible criterion to segment the consumers' market. It starts by analysing the importance of consumer commitment for companies. After the review of the literature of commitment at different relationship levels, a definition and a multidimensional structure is proposed for this construct. The study performs a segmentation analysis of bank customers. Three clusters of clients are identified according to their level of commitment. Main conclusions and its implications for marketing management are pointed out.     

The impact of consumer decision‐making styles on consumer confusion in Mauritius: An empirical analysis

This article investigates the effects of consumer decision‐making styles on consumer confusion and harm. While consumer confusion has been well documented in the literature, this investigation attempts to bridge our understanding on its relationship with consumer decision‐making styles. Empirical data was collected from a field survey where 400 consumers selected at 20 supermarkets in Mauritius were asked to respond to a questionnaire measuring three variables under study: consumer confusion, consumer decision‐making styles, and situational factors. Findings from the MANOVA parametric test showed that there is a significant difference between consumer decision‐making styles and consumer confusion. Even when covariate situational factors were controlled through the parametric test MANCOVA, results still showed a significant difference between consumer decision‐making styles and consumer confusion. More specifically, ANCOVA tests showed that the findings were specifically significant for three types of confusion: product confusion, packaging confusion, and product complexity. The study tends to confirm that a consumer's style of decision making does impact on consumer confusion.     

Using response behaviour theory to solicit survey participation in consumer research: An empirical study

Abstract

The purpose of this article is to report on research that examines survey participation rates (i.e. response rates) for personal interview surveys where solicitation for participation is based on different theories of survey-response behaviour in two culturally distinct countries. Field experiments were designed to investigate the extent to which the theories of exchange, cognitive dissonance, self-perception, and involvement/commitment can influence potential respondents to participate in a personal interview survey in Australia and Hong Kong. The results show that there were significant differences in Australia with the theory of self-perception having the strongest impact on survey-response behaviour, while cognitive dissonance has the least impact. In contrast, the effects in Hong Kong were not significant. This study adds to the limited empirical research regarding why consumers participate in surveys, particularly personal interview surveys. The theories are applied at the self-introduction and invitation to participate, which is a crucial stage in the potential respondent's decision about participation.     

The four faces of the Hispanic consumer: An acculturation-based segmentation

This article develops and tests a segmentation scheme for the U.S. Hispanic market based on the extent and nature of acculturation. Acculturation is conceptualized as driven by language preferences and two dimensions of cultural identification, Hispanic and American. Structural equation modeling develops and assesses the proposed scales, and a latent class clustering procedure (latent discriminant analysis) tests propositions on a sample of 403 U.S. Hispanics. Consistent with theory, four clusters of U.S. Hispanics emerge: retainers, biculturals, assimilators, and non-identifiers that vary according to language preference and cultural identification.     

Up in smoke: demarketing and consumer smoking cessation

The concept of demarketing refers to the use of marketing techniques to reduce or eliminate demand for a product or service. A review of the demarketing literature relating to health and specifically antismoking initiatives indicated that, while research on this topic exists, much of it is not grounded in an acceptable attitudinal or behavioural theory. After determining the importance placed by a sample of 18–24‐year olds on nine demarketing initiatives, two dimensions were identified that best explained this construct. Items within these dimensions were summed and averaged to form single variables, which were then used to form the attitudinal component of the Model of Goal Directed Behaviour. The findings showed that two of these variables – one that captured product packaging aspects and another that consisted of place and price items – significantly influenced the desire to quit and indirectly influenced the intention to quit. Anticipated positive emotions, frequency of quitting attempts and perceived control over quitting also positively influenced the desire and/or intention to quit. The article concludes with a discussion that interprets these findings from a theoretical and practical perspective and suggests directions for future research.     

Reorienting consumer education using social learning theory: sustainable development via authentic consumer pedagogy

The paper illustrates the growing interest in understanding consumer behaviour through a social learning theory (SLT) lens, and explains the recently launched United Nations Decade for Education for Sustainable Development (ESD). Then, the discussion turns to an overview of a recently developed ESD/SLT integrated theoretical framework, which is then applied to consumer education via an authentic pedagogy. The paper highlights the rich potential of authentic intellectual work in the form of observational learning by augmenting ESD within authentic consumer education curricula.