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¶ … Ecological Consciousness on the Rate of Purchase of Green Products: An Experimental Analysis of German Stores
Purposes and inquiries of this research paper
The main aims of this research paper are:
(i) To study how much the green buying activity of customers is affected by previous awareness of environmental problems and ability to identify environmental friendly commodities.
(ii) To ascertain whether customers would rather buy environmentally friendly commodities and would pay more for them if required.
In order to accomplish these aims, this study assesses the various reasons why customers buy environmentally friendly merchandise from retail outlets and correlates these reasons with their personal way of life as well as the general way of life in the German community. After thorough research, the following theories were established from supplied information sources:
H1. The customers' environmental consciousness greatly influences their buying objectives;
Retail outlet goods are not just displayed instead they are arranged to address an earlier recognized need which was broadcast via advertising thus ensuring sales are maximized (Braga Junior et al. 2015). Induced desire from targeted advertisement attempts to convert purchase objectives into active buying trend and activity. Research has shown that purpose and intentions strongly influences activity while attitude has a less pronounced effect on customers' actions (Delafrooz, Taleghani & Nouri 2014).
H2. The customers' buying objectives convert into active acquisition of green products;
Opinions develop by different views of the world and human life held by the customer, forming the basis of the value of the displayed products (Chen & Chai 2010). Opinions play a significant role in shaping customer behavior and purchase pattern in retail outlets. Good-bad, dangerous-beneficent, pleasant-unpleasant and sympathetic-antipathetic are the various scales...
2014). Further, according to Delafrooz, opinion of the subjects helps them to settle in whatever environment they find themselves and allows for better expression of intent.
H3. The customer's awareness of eco-friendliness converts into actual shopping;
To grasp the way an opinion could definitely convert into a purchasing trend fully, it is imperative to understand how customers make choices about what products to buy. Various writers with only minor differences in their works have described trusted and pragmatic methods of making choices, breaking down each method into procedures (da Silva et al., 2014)
H4. The customer's ecofriendly consciousness defines his/her buying objectives;
Previous stages describe how customers create their buying objectives and how these objectives influence their buying trends. Close study of the stages in the development of purchase trends and opinions shows that the ultimate objective of creating a need or desire through advertisement is the customer's contentment (da Silva et al. 2014).
H5. Purchase intent attributed to other products transforms into declared purchase attributed to other products;
Mental stimulation encourages customers to get information about a particular commodity. After acquiring and reviewing information about the commodity, the customers assess other similar products and form a personal opinion (Ahmad & Thyagaraj2015). This opinion as well as societal factors greatly determines the buying objectives of the customer. To meet his need, the customer already creates a mental list of predefined requirements from experience or other information sources with which he critically evaluates the available alternatives.
H6. The customer's environmental concern is transformed to declared purchase attributed to other products;
Studies reveal that conviction, opinions, and external information sources entertained by the customer helps speed up the initial stages (Ar and Ozguven2012). Further, increased knowledge on ecological issues and problems plays a huge role in influencing the buying frequency of retailed green commodities.
Research Methodology
The…
References
Ahmad A, &Thyagaraj K. S, (2015), Consumer's Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits. Curr World Environ., 10(3). doi :10.12944/CWE.10.3.18
Ar IM, (2012), The Impact of Green Product Innovation on Firm Performance and Competitive Capability: The Moderating Role of Managerial Environmental Concern. Procedia-Social and Behavioral Sciences, 62, 854-864.
Blaxter L, Hughes C, & Tight M, (2006), How to research. (3rded.). England: Open University Press
Braga Junior SS, da Silva D, Gabriel ML & de Oliveira Braga WR, (2015), The Relationship between Environmental Concern and Declared Retail Purchase of Green Products, Procedia - Social and Behavioral Sciences 170, 99 -- 108
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