Environmentally Friendly Purchasing Behaviour
Environmental concern acts as a major influence in the consumer behaviour patterns. The analysis model indicates that social beliefs are a major determinant in how different people perceive the environment. The concept of social beliefs is looked at five dimensions namely technological, political, economic, and anthropocentric and competition. Environmental belief determines the level of environmental concern individuals exhibit. This report is mainly concerned with the environmental issues that as a consequence impact on the purchasing behaviour of the consumers.
The report has got a number of objectives. It aims to among other things: i. Establish the impact of environmental attitude towards the buying tendencies of consumers ii. Assess the role of social beliefs in how individuals perceive the environment iii. To evaluate the different connotations of materialism iv. Explore the intricacies of environmental belief v. Examine the impact of environmental concern on behaviour, especially on consumers vi. Illustrate the demographic trends conducted in this survey as well as the models of the design research Introduction & Background
In the modern world human behavior takes different shape from one civilization to the next. Indeed, different groups of people will behave differently depending on their origin, culture; belief, convictions and spirituality just to mention a few. Behaviorism in itself cannot be limited to one aspect of life since its scope is very wide. It can be argued and justifiably so that human behavior influences every bit of action that they undertake. Behaviorism can be looked at from a more personalized point of view or from a more generalized point of view like in the case of a community or society.
Therefore, the manner in which humans behave is embedded on certain dynamics deep within their consciousness. On the contrary, their behavior can be influenced by their socio-economic and environmental surroundings. This report seeks to capture the rationale behind certain consumer behaviors and how it is influenced by their environmental consciousness. Certain phenomena will be considered; for instance, social beliefs, materialism, and environmental belief and environmental concern. All these phenomena will be broken down into their respective dimensions and the scales used to measure each of them will be illustrated accordingly.
The report findings will also demonstrate the different variables that emerge under the aspect of environment so as to demonstrate further the impact of environment on the behavior of the consumers. In general, the research aims to establish the role of environment towards consumer behavior patterns. In the long run, the report will develop a marketing research framework with explanations of the findings, the limitations and the ethical considerations therein. Method The aim of this project is to find out if consumer behavior patterns are influenced by the values they have towards the environment.
This survey will use a set of questionnaire as a valuable and convenient method to collect relevant data in a short time and with variable results. This questionnaire will be administered to collect quantitative data from multiple respondents. The questionnaire will be distributed to a three paired respondents and the data collected will be subjected to SPSS program for further analysis. These findings will be useful in the discussion of the ethical considerations, analysis of the findings as well as the recommendations and limitations.
The research methodology focuses on the demographic patterns in terms of age, employment, gender, nationality, parental status, class membership, and qualifications. This data has been illustrated in charts and bar graphs accordingly. (See appendix A) The core aim of this report is to examine the environmentally friendly consumer behavior within different contexts. For instance, under the findings on age profile, most of the respondents ranged between 18-22 years where the age of 20 had the highest frequency. In the employment status, mayn respondents work at part time modules.
Again, the survey recorded a greater number of females compared to males while on the parental status more are without families or children. Ethical Considerations This survey should ensure that the procedures used do not provoke the respondents since the scope is of an ethical nature. It should bear in mind that in this era of ethical relativism, people from different nationalities hold different ethical views in regard to environment. Therefore, the survey should not aim at justifying the need to be environmentally conscious but should just seek to establish the impact of environmental concern to the buying tendencies in different persons.
Analysis Social beliefs determine how a person is concerned about the environment. These social beliefs consists of five dimensions namely, technology, political, economic, anthropocentric and competition. In general, is believed that that technology has what it takes to solve problems and that same problems can be solved by a solid political culture. Human beings are regarded as the most valuable compared to other creatures and they are always in competition with nature. Individuals view environment from their own individual values and possessions.
In addition, acquisition of material wealth is regarded as fundamental for the human flourishing and well being. In the long run, the environmental concern determines the magnitude of the environmentally friendly behaviors different people exhibit. No doubt that the more concerned they are about the environment, the more they will exhibit pro-environmental behavior in their every day activities. Furthermore, environmental behavior has got two dimensions namely: direct behavior which refers to the buying habits and the indirect behavior which encompasses the joining groups.
Different groups of people believe that it is not necessary to change the environment as there is no time for it. Finally, demographics also influence believes in different people and their behavior. Findings & Recommendations As per the original model it was indicated that positive environmental beliefs lead to positive environmental concerns which are subdivided into direct behaviour and indirect behaviour. The results got from social beliefs indicate that a bigger percentage agree that most of the human problems can be addressed by technology.
The respondents demonstrated hope and confidence in technology. The survey indicates mixed reactions in the political aspect where it is believed that any average person should be able to address the modern social problems. Political zeal and influence is mainly business oriented while political justice is embedded on good electro procedures and free market economics. The survey further indicates that respondents prefer economic gain to political gain since the best measure of progress and success is politics. In this regard, economic growth brings with it benefits for everyone.
Anthropocentrism is an environmentally ethical standpoint that believes that human interest is priority to all other interests. Such mentality does not value environment if it is not for the well being of the human family. The surveys suggest that humans can utilize nature as a resource for economic purposes and that nature derives its value only if it is useful for human purpose. The dictum that survival is for the fittest tells it all in consideration of the aspect of competition, for instance, it is preferable to compete for survival to cooperation. In addition, the same competition fosters the good of nature in the long run.
Some respondents, for instance, believe that among the fundamental achievements in life is how much one possesses wealth contrary to some who believe that material wealth cannot be a measure of success. There are some who buy only those things they need while others buy just for the sake of it; there are those individuals that get pleasure in buying things as well as creating luxury in their life. In addition, some prefer spending on those items that have no practical importance to them. There is a connection between happiness and the buying habits of different individuals.
Some ensure that they have all they need to enjoy life, others feel they would be happier if they acquired things they do not have as well as buying more things. In addition, some experience frustration whenever they cannot afford to buy all the things they would like. It is suggested that the extent to which a person thinks the environment is in danger influences his level of environmental concern. The two variables are directly proportional such that the more they think the environment is under threat the more concerned they will be and vice versa.
The beliefs are as follows: pollution is getting worse everyday while some living things are posed with great threats due to extinction. In addition, use of agricultural chemicals continues to destroy the environment; furthermore, important resources will occur in the future for instance, availability of clean water. Global warming poses great dangers to the environment, including ozone depletion (Kilbourne, W E and Carlson, L, 2008). As per the analysis model, environmental concern is central to the analysis of the consumer behaviour.
It is suggested that the level of concern exhibited by the person on environment determines how much environmentally friendly behavior they will portray. The more concerned an individual is to the environment, the more pro-environmental behavior they will engage in. The survey suggests that there are individuals concerned about the environment and that they take cognizance that humans are the cause of the environmental problems. Some of the individuals prefer to forgo certain consumptions in order to help protect the environment.
Political and social changes and transformation of their ideologies is core to protecting the environment as well as the establishment anti-pollution laws (Kilbourne, W E and Carlson, L, 2008). Environmental behavior occasions direct bahaviour which concerns the buying of products. It also occasions indirect behaviour which concerns the joining groups. The survey suggested that some individuals resort to environmentally friendly products whenever possible. In addition, some reduce waste from their homes and some prefer products made from recycled material (Kilbourne, W E and Carlson, L, 2008).
Furthermore, some individuals prefer buying organic foods, while others prefer buying unbleached paper products, for instance, toilet paper, and paper towels to bleached white paper products. On the other hand, indirect behaviour underscores the philanthropic inclinations of the persons, for instance, membership and contribution to an environmental organization, and subscription to environmental magazine. In terms of payments, greater numbers of individuals are willing to pay more for the sake of conserving the environment.
For instance, some individuals will pay five cents a little more for petrol to reduce air pollution while others will pay $2,000 more for a car that emits much air pollution (Berger, Ida E. , Corbin, Ruth M 1992). On the basis of the reported findings, this report further recommends that: i. There be further investigations to the factors that influence consumer behaviour patterns apart from the environmental aspects. Further research can consider focusing on the impact of social beliefs, for instance, politics, culture, and communal values, just to mention a few. ii.
Managers take seriously the values of the clients since this is the only way to satisfy their needs. iii. A constant observation is made with respect to the changing consumer trends as well as focusing on different demographic groups and in different situations. Limitations There are several limitations to the reported findings above. It is not enough to limit consumer behaviour to environmental concerns; there are many other factors that need to be considered as well. In addition, it is on rare occasions that business pay attention to the interests of their consumers.
It is worthwhile for proprietors to really consider the different perceptions people have since this is the best way to grow their business. Furthermore, it will help them understand the market needs of the day. Conclusion Consumer behaviour is never an arbitrary tendency since it is influenced by so many factors. Good business will pay more attention on the environmental needs of their clients and use that as a tool to improve their products. It is true that buying tendencies for different persons relate to their values and beliefs.
Environmentally friendly consumers will go for those products that have no hazardous effects to the environment. On the other hand, there are persons who do not value the environment much and so tend to buy products without considering what they can do to the environment. Overall, the report has established a real connection between consumer behaviour and their environmental beliefs. Clearly, people will make choices on what they would like to buy as per their held values. References Berger, Ida E. , Corbin, Ruth M (1992) Perceived Consumer Effectiveness and Faith.
Others as Moderators of Environmentally Responsible Behaviors. Journal of Public Policy & Marketing, Vol. 11, Issue 2 D. Walton, J. A. Thomas and V. Dravitzki (2004), Commuters’ concern for the environment and knowledge of the effects of vehicle emissions, Transportation Research Part D: Transport and Environment, Volume 9, Issue 4, Pages 335-340 Ellen, Pam Scholder, Wiener, Joshua Lyle, Cobb-Walgren, Cathy, (1991), The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors. Journal of Public Policy & Marketing, Vol. 10, Issue 2Sample Essay of Edusson.com