Nowadays, trading isn’t as hard as in the past. It becomes easier when technology become more modern, easy to get and operates. Business becomes agile to insert the domestic and also international market. Business could be defined as a way or activity of buying and selling products/services and it could be seen as money oriented activity. People said that business is contradictory with the environment, where business usually harms the environment in order to get money from it. And when business could provide and fill the customer need and expectation by ruining the environment, they will keep doing it. How about the customer? Customer without good education wouldn’t know about the impact, or most of them didn’t even care. As long as the businesses fulfill their needs and expectations, they would keep buying the products/services. And that factor support the businesses become more unethical in treating the environment. But now as time goes by, there are so many people concern about the environment situation in this globalization. So many people learn and investigate the impact of the business activities to the environment, and many countries made regulations for businessmen to perform higher environmental standards for protecting the environment and being more ethically. So after getting some businessmen ethical, how can we influence the customer to think that it is important to behave environment friendly? How could we set the customers mind to rather choose the environment friendly product than others who don’t?
According to the Theory of Reasoned Action, by Martin Fishbein and Icek Ajzen (1975,1980). It explained that most of people are more likely to change their behavior if they voluntarily commit to changing rather than being told what to do.
Beliefs and consequences
Evaluation of beliefs
Motivation to comply