Green Branding Effects on Attitude
Introduction There have been a lot of literature reviews over the years on consumers’ behaviors towards green products as well as green marketing resulting from consumers’ concern on environmental protection.Using Hallin (1995) and McCarty and Shrum (2001), Lorache, Bergeron, and Barbaro-Forleo (2001) and Yam-Tang and Chan (1998), the study was conducted to test among New Zealand consumers’ behavior towards purchasing green products.This study was done on New Zealand’s consumer as the country has always been perceived as a “clean and green” country and its consumers were assumed with high environmental conscious.
Review of the Literature The authors begin with a brief review of literature that supports the ideas that consumers’ indication of positive attitude towards environmental issues do not necessarily lead to actual environmental friendly purchasing behavior (Laroche et al.
, 2002). This research provided theoretical and managerial implication. Theoretical implication is to add support to previous research which showed that consumers are concerned about the environment, but not necessarily prepared to seek out or buy green products (Foster, 1989: Wasik 1992).
In terms of managerial implication, it provides indication to marketers on targeted consumers that purchase green products. This research also identified factors that discriminate between those who purchase green products and those who don’t. The authors point out the gaps in existing literature. They mentioned that most studies have focused on general environmental behavior. Therefore, the authors suggest studies on more specific consumers’ purchasing behavior are done. The authors conclude that their study provides some important contribution to the green marketing theory for future research agenda.
Method of the Study The authors state they used qualitative choice models in analyzing participation in a variety of activities. Data collection from mail surveys that were sent to households in New Zealand are described in considerable detail. The authors state that “reliability test” of each construct was conducted to ensure reliability and validity of data obtained. The gathered information was retained for data analysis. Findings The analysis in this study was tested for green purchasing behavior only.
Environmentally conscious behavior also relates to different types of behavior like recycling and energy saving. However, testing and literature on these behaviors was not mentioned in this study. In future, research on New Zealand consumers should also incorporate cultural and psychological factors. In Table 1, pp 97-98, number of tested respondents are 521 i. e. 296 male and 225 female. However, errors were spotted in this table where a total respondent is not consistent for other categories in the same analysis.
For example for Age Group and Number of Dependant Children categories, numbers of respondents suddenly become 522. For other categories, total number of respondents reduced: Marital Status (520), Education Background (517), Household Income (498) and Ethnic Group (521). However, the statistical method used in this study is appropriate to determine factors that influence consumers’ purchasing behavior. Conclusion The authors relate their research findings with the overall purpose of the study i. e. to reveal that consumers behavior towards purchasing green products.
From the study we learned that even if consumers are profess strong support towards environmental like New Zealanders, they are not necessary purchase green products. From other literatures, we found that similar results would also affecting consumers in other countries. This is because most consumers are more price sensitive, quality sensitive and brand sensitive/loyalty. Other factors affecting consumers’ behavior are socio-economic characteristic, convenience in locating products and transparent information on green products label.
In summary, further studies must be done and better procedures must be developed. Larger samples should be used to improve our understanding concerning the factors affecting consumers behavior. Suggestion for future research, analysis on respondents from other developed countries should also be undertaken for comparison purposes and it would further conclude the factors affecting consumers’ behavior globally. Information from the findings would assist marketers to strategies on green marketing.