Psychological Factors Affecting Consumers’ Purchasing-Decisions of Eco-Labelled Products

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Table of Contents
1. Introduction!....................................................................................................................................!2! 2. Literature review and conceptual framework!..........................................................................!3! .

2.1 Thøgersen (2000) – Psychological determinants of paying attention to eco-labels in purchase decisions!......................................................................................................................................!3! 2.2 Cognitive dissonance and Attitudes!..................................................................................................!4! 2.3 New model and Research Question!..................................................................................................!5!

3. Empirical research!.........................................................................................................................!6! 3.1 Research method!...................................................................................................................................!6! 3.2 Data analysis!..........................................................................................................................................!7! 3.3 Discussion!..............................................................................................................................................!9! 4. Conclusion!...................................................................................................................................!11! 5. References!....................................................................................................................................!12! 6. Appendix!......................................................................................................................................!13! A) Model developed by Thøgersen (2000)! ...........................................................................................!13! .

B) Questionnaire about Shopping Behaviour!.....................................................................................!13! C) Interview Guide!....................................................................................................................................!15!

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1. Introduction
Society`s increasing awareness on the importance of human impact on the environment has become a great focus of companies communication. Hence, companies lacking at social responsibility meets adversity from several substances. Principals of responsibility are also essential for private consumers. Because people tend to seek stability in their surroundings and therefore they are encouraged to take a stand and actively contribute to a sustainable world.

Companies today provide consumers with a multitude of different labels, brands and products that initiate consumers to act responsible in regards to their purchasing behaviour, and as a differentiation tool to enable responsible decisions, eco-labels have been introduced. However, the aim of eco-labels and sustainable products in general to promote environmental protection, fair trade consumption, sustainable living and so on is only attained when consumers recognize, consider and eventually buy these products. The daily decisions people have to consider while grocery shopping are influenced by a great amount of factors, both internal and external, and the numerous variety of choices between many different stores, labels, brands and products can often be perceived as a difficult process. The complexity in choices creates contradicting visions and cognitive dissonance is therefore a frequent phenomenon among consumers.

Due to the high complexity it is important for marketers to understand the consumer`s behaviour and attitudes towards eco-labels. By better understanding factors that affect consumer behaviour and attitudes it might be possible to identify points...
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