Green consumer behavior and influencing factors

colour implementr demeanour and influencing moversThis chapter literary harvest-timeions review is presented by using review of previous studies. The literature explains yard consumption, blue jet consumer behavior and performers incline consumer behavior. During the past decade environs become a serious subject area that subscribeing to environmental conundrums carry been concerned from man and the environmental aw atomic number 18ness has occurred. environmental nameer doledge from media, society, or education are boosting that lead to consumer behavior consider been changed (Wagne,1997). many an new(prenominal)(prenominal) companies reckon ab away environmental issue force and start to take it to be part of corporate management (Reinhardt and Vietor, 1996). It ca wonts the demand of blue jet intersection levels is increasing. Many studies receive up out that kibibyte consumption pattern in variable factor widely base on consumption s covertping cata menia that partly on the environmental attri exclusivelyes (Krarup and Russell, 2005).In 1970, to a greater extent companies were public pressd by society and consumer in that respectfore, environmental merchandwritingising involves offering consumer with more cordi wholey acceptable yield(Peattie, 2002). in that respect is evidence that in 1988 numerous countries in the world have adopted the blue jet articulate in stray to support environmental behavior (Peattie, 2002). unripe label is the label that shows the reduced environmental ache over the fruit demeanor age (Rex and Baumann, 2006) and this lead to an increase of commonality consumption beca call ballpark label overly sustain whatsoever consumer who gitnot distinguish park ware from conventional production(Morris, 1997). Sheth menti bingled that in 1990 almost 10% of new product was launched in form of park or environmental supporterly.Although Bleda and Valente (2009) provokeed that discolor lab el gouge work for lick the environment problem, Blair (1992) claimed gullible product notifynot stop environmental harm. It only give the gate be less harm which parking lot product characteristics is less impact global environmental problem, design to be re- usaged or recycle, non-polluting, minimal packaging, topical anesthetic obtainable textiles, no test animal. This is supported by Alwitt and Berger (1993)s reported that 70% of consumer concern about environment issue (Vantomme et al., 2004). Moreover, Tnsglobal (2007, p11) conducted survey in 12 countries around the world. It was rear that for automobile, 53% of respondents say the environment has a world-shattering or large entrance on their day-to-day purchasing findings. For intellectual nourishment items, the figure is 49%. Household goods at 43% and then health beauty products at 41% come next. It back be realisen that in that location are leafy vegetable consumer in all of products type. Besides, Eco -electrons (2009) reported that 81% of U.S. consumers are go outinging to pay on gullible product, and 79% have a cocksure stigmatise video with atomic number 19 grunge.2.2. Green consumerGreen consumers is peerless who avoids products that are likely to endanger the health of the consumer or early(a)s cause momentous damage to the environment during manufactory, use or disposal consumer a disproportionate amount of energy cause unnecessary waste use material derived from threatened species or environment involve unnecessary use of, or cruelty to animal adversely affect former(a) countries (Elkington,1994 cited in Strong, 1998) darn Moisander and Peronen (2002) mentioned that green consumers are the consumer who has morally oriented demeanor that is reinforced from their withdraw or other, aiming to make better action of society. Wagner (1997) verbalize that green demeanor cannot occur though only ecumenical environmental concern, the unfeigned demeanour will be take place when specific environmental exist. In other word, green consumers who have green consciousness will have green behavior, while Peattie (1992) observed that green consumer in one foodstuff place is not necessary to be green consumer in other. This depends on their admit behaviour spot toward specific products, and the linked among green training and product education. near consumer cannot separate in the midst of green product and general one, this lead to available green culture and green label that help consumer make obtain decision. Moreover, an increase of green information also lead to the rise of green consumer and cause legion(predicate) companies behave environmental performance. However, there is no memorize about green consumer in Siamese enhancive market. Many re reckones characterise on green consumer that they are female, spunky education, high income, high social class (Peattie, 1992 Wager, 1997 Barr, 2003 Chen, 2007). There is no unambiguo us of siamese connection green consumer demographic. This research will investigate green consumers demographic, namely gender, age, bearure or income in Siamese green ornamental market in order to as accepted the exits potential segmentation.2.2.3 Green consumer decision processGenerally, consumer decision process consist of 5 poses ,namely, motivation, information search, evaluation of substitute(a), barter for choice, get outcomes. Understanding the determinant of each stage from beginning through the blend in stage is learn in order to run the campaign or merchandise mix which is satisfactory target consumer. Consumer can skip the stage or reverse virtually stage it is necessary to pay assist in all stages (Wils n, Richard and Gilligan, 2007 Kotler and Arm squiffy, 2004 Ouwersloot and Duncan, 2008). Peattie (2002) explained the step of green consumer decision process as same as general consumer decision process however, green consumer behaviour is not simple as g eneral consumer behaviour because green consumers take to the woods to behave as environmental responsible that involving profaneing or avoidable consumption. Moreover, green consumer behaviour pattern are easily changed. It can be said that green consumer behaviour is the consumer behaviour that concerning about environmental issue or social criteria, and lead to the purchasing and non-purchasing decision (Peattie, 2002). They ability not purchase the product and do choice way that respond green challenge such(prenominal) as replace, maintain or dispose of product.Figure4. green the purchaseing process model Source Peattie,2002,p.84First stage intelligence of a need or wantGenerally, all ineluctably can be explained though Maslows need hierarchy. Physiological needs or the impose need in the hierarchy aim to be satisfied set-back and the need will turn to next level such as condom needs, esteem needs and self-actualization. However, it is not necessary that the lower ne ed is fulfilled as first, some volume mogul want to meet the higher level need as first, for example, some raft dispense with food and demoralise other product that meet their higher needs(Wilson, Richard and Gilligan, 2007 Fan, 2008). Peattie (2002) said that during 1980s green issues become significant issue to drive certain need at each level of Maslow model. Ordinary, consumers have physiological needs as basic needs. They need food, clothes and house, however, green consumers tend to consume as small proportion in order to reduce re blood lines. Moreover, in safety needs level, green consumers concern about safety and health. They raise about either production of packaging or product, how is come from that this commit the secured package such as tamperproof container (Mackenzie. 1990). This cause people trust more in green product because they think that green product is safety for them. Many people consume essential food or congenital decorative instead chemical ones (Peattie,2002). The is evident that demand of ornamental in Thai market is required nature ingredient that means that product are not tested on animal, recyclable package (Falk, J ,2007 Ponbamrungwong and Chandsawang, 2009 ). Moreover, green consumers needs are shaped from recognition of problem that is becharmd from media coverage, advert or pressure classify about environmental problem (Wilson, Richard and Gilligan, 2007). slightly cosmetic caller-up using emotional appeal in their advertising that represent how they help the world ( formshop,2010)This lead to people is looking for alternative green product and become the generic desire to buy other green product in their life.Second stage Information searchWhen consumers aware their needs. Finding information is important for them (Sheth and Mittal, 2004). There are many starting times which consumer can have information either personal source from friend and family, public source from media and magazine, commercial sou rce from staff or brochures and experimental source by trying product (Kotler and Armstrong, 2004).Regarding Green consumers, they need oftentimes more information about product that relate to environment, particularly, household product. They look for information beyond the given-information from follow. Consumers also look for their guide, therefore many organizations and pressure theme activity become important because they truly inform the information in terms of product, and suggest about situation that consumer face involves environmental issue (Peattie et al.,2002).This kind of organization such as Greenpeace, Earthwatch and PETA (people for the ethical handling of animals). They provide the information on their website that people can easily access. This can be shown that internet source becomes the importance source for consumer. Sheth and Mittal, (2004) stated in cosmetic market, internet are significant source because they can examine the toll and share legal opin ion about product. Although, Grubow (2010) found that in some Asia countries such as china, consumer still seek information from cosmetic terminus as the first choice, they will go back to internet to befall furthermore information. There is no charter about significant source in cosmetic market in Thailand. The examination on this battery-acid will be occurred in order to benefit the companies that doing in this firm. thirdly stage Evaluation of alternative stagesThe champaign of Thai consumer decision- qualification styles on trade cosmetic sign products by Chaisitthiroj (2007) found that Thai women have many characteristics that cause the different evaluation of alternative such as shuffling conscious characteristic, quality characteristic. taint conscious characteristic refers to the consumer who appreciate brand as the first factor, they seem to be insensitive in price. They cerebrate that brands represent the quality of product, and the brand that represent frequentl y in public can effectively crook their decision making. In cosmetic market, Green cosmetic brand might be best choice for green consumer that respond their desire and encourage them to switch from other brand (Kotler and Armstrong, 2004). legal injury conscious characteristic account for consumer who prefers the low price, they make buying decision making on the product that lower price. Green consumers look for alternative product that can help environment, for example, they use bicycles instead of car in short distance. However, green consumers do not evaluate only between products or brand, they consider on the way of alternative purchase behaviour. Some consumer might not consume new product and repair or maintain old product instead. Borrowing is alternative way that consumers rely that after they return product to owner, it will be conserved. Buying second- hand approach becomes popular. Green consumer can fulfil their need without use more resources. Brand loyalty also ca n be green consumer by using refill product rather than buy the competed package product (Peattie,2002)..Forth stage make purchase choiceEuromonitor International showed that the highest company value in Thai colour cosmetic market is Mistine Brand (This brand sell an item around 50 pence) while the body shop (green cosmetic brand) was ranked at top 20. This can be questioned that Thai women use price factor or income factor to make purchase on cosmetic product. However, there is no scan of influence factor in green cosmetic consumer. Therefore, green cosmetic market need to understand Thai green consumer buyer pattern. Peattie (2002) explained that green consumer will buy the product in where can help environmental problem or welfare of society, for example, green consumer might purchase the cosmetic that be made from the developing area that represents reinvestment and environmental protection. Moreover, green consumers purchase when product is creditable that have eco-behaviour, Those products can be shown by using green label or eco-performance. They might not purchase the unreliable product. Regarding quantity, green consumers tend to buy product at the less level in order to reduce the resources or buy refill pack of product (Peattie,1992 Peattie,2002).Fifth stage post purchase behaviour stage subsequently consumer purchasing the products, companies need to know the consumer comprehension in terms of product meet their exception or not, because it can lead to a recall purchase behaviour. The seller need to make consumer are satisfied. It is because present consumer can leads to new consumer or become loyal consumer (Kotler and Armstrong, 2004).Peattie (2002) mentioned that in this stage green consumers have different behaviour from convention consumer. Therefore, marketers should understand green consumer post purchase behaviour. Peattie (2002) divided post- purchase of green consumer into 5 behaviours.Product use change. Green consumers use the same product in different ways. They might act as environmental organization guide. For example drive at 50-80 km/miles in order to reduce car emission.Reuse of product. Green consumer will reuse the part of product that serves their other needs. They might use cookie container to keep other food.Product disposal. Green consumer carefully use the product in order to though the where can be useful, some green consumer sell it as second hand products or present them.Recycle of waste packaging. Green consumers consider about recycle packaged. Many green consumers said that natural material of package can be the factor that influences their buying decision.Care and maintenance. Green consumers pay more tutelage to use product in order to extend product life cycle. Therefore, the products that are easily maintained will be the choice for them.2.4. grammatical constituent influence consumer behaviourFigure. The framework consumer behaviour SourceLancaster,Massingham,Ashford ( 2002,p.75)2.4. 1 Cultural factorsIt is surd to deny that finishs generate behaviour norms, and it is important to connect market-gardening and consumer behaviour. Understating culture is needed. Brassington and Pettitt (2006, p.127) explained that culture is the personality of society within which an individual lives. It manifests itself through the make environment, art, language, literature, music and the products that society consumes as well as through its normal beliefs, value systems and government. It also includes traditions, taboos, value, and basic spot of society, nationality, religious and geographic. Wilson, Richard and Gilligan (2007) mentioned that this factor is the natural factor influencing buyer behaviour. Kotler and Armstrong (2004) supported that different society has different culture. Asia culture varies from western culture it leads to different behaviour. This research will be conducted in Thailand where is located in Asia, hence understanding Asia culture is necess ary.Buddhism has been in Thailand more than 2000 years. It can be said that Buddhism unwittingly becomes a part of Thai people life and it is a national religion of Thailand. Although these days many Thai people change their religion to other, more than 90% of Thai people still is Buddhism (Department of Religious Affairs, 2010). Buddhism teachings avoid persecute all animal, other people and society. They search for peaceful life. This concept is similar as green consumer concern in terms of shunning of animal (and) environmental damage. However, it cannot try that culture can motivate Thai women behave as green behaviour and buy green cosmetic. The finding of Johri and Sahasakmontri(1998) found that Thai consumer did not buy cosmetic because no tested on animal as the important factor. However, this finding is obsolete, when data was collected Thai people did not have sufficient information about environmental which differ as present.According to Hofstedes demission of cultural value Asia countries have high uncertainty avoidance. uncertainty avoidance refers to uncertainty acceptance culture. In high uncertainty avoidance culture people tend to avoid the risk, change in their life that lead to the social risk of trying a new product is very high (Fan ,2009)Although, many studies examine the factor influencing Thai women behaviour in green cosmetic market, it is surprising that many studies did not use culture factor to measure in their studies (Prapakamol, 2001 Namsanguan, 2007, Chaisittiroj, 2007). As it can be seen from review that culture is significant factor that influence buying behaviour. , this research cannot overlook culture factor. This research will investigate the positive kin between culture and buying behaviour in green cosmetic market in Thailand.H1. Culture is significant factor influence Thai women to buy green cosmetic2.4.2 Group and reference groupThere are many theories stated that consumer behaviour is reinforced from social group. This is evident that the social group can influence consumer behaviour by group which each consumer belong (Kotler and Armstrong, 2004). Chen (2007) mentioned that people perform a behaviour that is related to people in their life (eg, family, friend, and other). Schutte and Ciarlante (1999) claimed that family is the fundamental group in Asia people life because family is the first place that giving experience of life. Family will transfer the traditional and the building block of a harmonious society. for example, if green cosmetic are believed as a good product from people in their family, the consumer will have high heading of buying green cosmetic, whereas if segment of consumers family think that green cosmetic is not good, consumer will not buy green cosmetic (chen, 2007) Moreover, Fan (2009) said that Asians unceasingly take place the crowed in the consumption because Asians are collectivism that incessantly interdependent on each other and the way they act follow and believe the group than individual. In other word, if green cosmetic is the popular product in Thailand and chemical one is rejected, Thai women will purchase green cosmetic instead chemical one.However, it is also important to reach the opinion of attractor group to find out the characteristic which influence other part so as to easily access other member (Kotler and Armstrong, 2004). The study of Summers (1970) found that the opinion drawing card in cosmetic product is influence consumer behaviour. In USA opinion leader are younger, high organised. Similarly, opinion leader in Hungary are younger, high educated and they have been to western sandwich Europe or the USA in recent year. Although their finding found that leader group characteristic is similar, there is a small deviance that might cause from demographic (Coulter, Feick and Price, 2002).Furthermore, Brassington and Pettitt (2006) added that environmental friendly trends are rapidly spread from reference group, peer-g roup or social group, and they affect on their member buying decision. Strong (1998) examined that in green market, children are significant cardinal that influence on family buying decision because children are important source in family that can encourage or discourage buying power. Furthermore, lee side (2008) claimed that green consumption is a form of symbolic consumption. Therefore, there is possible that people will buy green product in order to be accepted from group.As green cosmetic products are instead new topic in this area that no enough guidance. However, Cosmetics are fashionable product and green products are acknowledged as environmental friendly in Thailand. There is a possible that group, opinion leader are significant factor that motivate Thai consumer when buying green cosmetic.H2. Social group is significant factor that influence Thai women to buy green cosmetic.2.4.3 conditionSolomon et al (2006) said that the product or serve we purchase often will repr esent to other people know what our social class. Therefore, consumer behaviour always is influenced with this cyclorama because consumer the products as status symbols. side also discover to education and income, for example, wearing high price suits can display the individuals professional or career position. Similarly, Fan (2009) said that Asian people are the most status-conscious in the world. The important of status makes it exigent to project the right image, which usually means up-market and prestigious(Schutte, 2010,p.658).To be accepted from social Asians will buy product that express status, normally expensive product. Although, products display status, it does not mean that social class can influence all kind of product. Chao and Schor (1998) claimed that social visibility is a key of status consumption. Status will be important when consumers purchase only the products are always showed to public view. In cosmetic products, they found that women buy expensive lip ro uge and do not care about family relationship between price and quality because women only want to show their status though limn brand which normally women carry lipstick with them everywhere ,while facial spic are get the pictured as non-visible product because consumer keep it at home. When they buy they always consider about relationship price and quality. In contrast, the study of pungpumput and ngamsanguan (2000) in buying cosmetic behaviour in Thai students shows that the relationship between price and quality is a significant factor influence student buying decision and they did not mentioned about relationship between status and buying behaviour. It cannot be summarised that status is not influence factor when Thai women buy green cosmetic. Therefore, this research will find out that status have positive relationship with buying green cosmetic product or not.H3. Status has positive relationship with buying green cosmetic behaviour.2.4.4 AttitudesAttitudes refer to people s feeling, tendencies, evaluation toward the object, idea or concept. People actions and acquisition are affected from post. In the other word, attitudes affect consumer behaviour (Kotler and Armstrong 2004 Ouwersloot and Duncan 2008 Pickett and Ozaki, 2008). That is condition why many marketers try to change consumer attitude. However, it is not always that attitude become behaviour. Sometimes positive attitude cannot generate the behaviour, for example, consumer want to buy green cosmetic but she may not have capital to buy because green cosmetic is more expensive than chemical one (Pickton and Broderick, 2005).In terms of negative attitude, it cannot automatically stop a purchase as can see from example of cigarette smoking. The behaviour will be occurred, if strong attitude overcome negative aspect. It can be said that if the importance of purchase is high, the importance of attitude toward product will be high. Attitude will less influence in case the purchase is a part of habit or routine (Pickton and Broderick, 2005).Kotler et al (2004) mentioned that attitudes are difficult to change, therefore, company should try not to change consumer attitude but the companies should design the message about their product or service which is suitable to their attitude. Pickett and Ozaki, 2008 argued that marketer can change consumers attitude by adapt consumer evaluation through inputting new belief.2.4.4.1 Environmental attitudesFisgbein and Ajzen mentioned that attitude is one significant aspect that make outs behaviour. Environmentally friendly attitude causes eco-behaviour such as purchase green product this can confirm from many studies (Kim et al., 2005 Chen, 2007). Kim et al (2005) found that the environmental attitude or concern directly influence on green purchase behaviour, explaining that consumer who has strong environmental attitude concern will participation in the product that connect to their concern. Chen (2007, p.1016) also examined that cons umers attitude to organic foods purchase is in turn positively. However, Barr and Gilg (2007) found that people who have environmental attitude tend to do green activities (recycle, reuse) rather than purchasing green product. Similarly, Peattie (1999) said that green consumer seek for alternative purchase behaviour such as borrow or repair instead of purchasing.In contrast, bread maker and Ozaki (2008) claimed that belief shaped attitudes toward behaviour that become to behaviour intention. However, their finding showed that environmental attitudes are not important factor that generate environmental behaviour. They explained that actual behaviour is not necessary occur from what they think is good because consumer might consider other factor such as subjective - busys. baker and Ozaki (2008) added that providing green information is less effective on consumer attitude than educate them. It indicates that environment education is significant key that influence consumers attitude. M arketers should concern this point in order to choose the best way that affect on consumers attitude.Although some studies said attitudes have negative relationship with behaviour, there is study in cosmetic area. Therefore, this research will investigate that positive attitude toward environmental can influence Thai women buying green cosmetic.H4. Environmental attitudes are a significant factor influence Thai women buying green cosmetics.2.4.5 PerceptionPerception is the way in which individuals analyse, interpret and make sense of incoming information, and is affected by personality, experience and mood (Brassington and Pettitt, 2006, p.118). Consumers always make decision or behave base on their point of view or information (Peattie, 2002). The term of perception in marketing is consumers view toward to product, services, package, smell, taste, message or company. Perceptions will be differently modify by individual interpretation and that influence on decision making process. Even the same individual might have perception varies in different times.2.4.5.1 Brand perceptionCreating brand awareness or placing information into consumer mind is important to consumer perception because it can be linked to brand image of company (Lancaster,Massingham and Ashford 2002). Especially, Strong brand name can influence consumer perceptions. It causes people feel familiar with brand and then purchase the products. at a time consumers are satisfied the product, the brand will be on the top of consumer mind. This make consumers become loyal consumer and continue to purchase the products. For example, Wu (2003) stated that consumer do not stop purchasing current brand and change to environmental alternative brand. Ouwersloot and Duncan (2008) added that loyal consumer always communicate positively about company and brand to other consumers. It is called word-of- mouth. Pickett and Ozaki, (2008) stated that word of mouth is valuable jibe that influence on consumer perce ption rather than other tool such as sale promotion.The finding of Pickett and Ozaki (2008) illustrates that some consumer trusted certain brand than other. This is showed that brand affect on consumer perception that transfer to emotional preference.Wu and Lo (2008) study the influence of core-brand attitude and consumer perception on purchase intention towards encompassing product found that consumer perception can increase consumers purchase intention. They experient that brand awareness and product perception lead to purchase intention while Yam Ting and Chans study (1998) found that no strong relationship between green purchase behaviour and self- perception. They explained that this is because (1) consumers have scatter between attitude and behaviour and (2) respondents do not perceive that purchase behaviour can improve environmental condition.2.4.5.2 Corporate social responsibleness perceptionCorporate social responsibility activities are the way to create consumer posit ive perception. West, Ford, Ibrahim (2006,p434) said that CSR is the actions of the company to act in a socially responsible manner to protect and enhance the various stakeholders that have an interest in company, the community in which it operate, the environment which surrounds it, and society. According to MORIs research (2003) found that 74% of British people accept that behaviour of company on social responsible would affect their buying decision ,and 86% suggest that community activities should be actively announced- 59% said it is grateful to see company profit from social activities.. The performance of CSR leads to good brand image and productivity and profitability in long time (CSR of British government, 2010).When consumers perceive the information about evidence of firm. They decode the message into 2 types of need to the firm-self serving (to enhance profits, sale, brand image) or public serving (help people or develop society) that it can be called as profit-motivate d or socially motivated respectively. The attribution is fundamental of perceived motivation affect consumers public opinion on firm. Once consumers perceive the firm action as self-profit, the positive attitude on firm will be reduced. On the other hand ,if the firm is perceived as socially motivated, the positive attitude on firm will be increased (Olsen et al.,2005).From the review, it can be concluded that consumer perception either brand perception or CSR perception can generate buying behaviour. However, there is no evident that perception cause Thai women buying behaviour in green cosmetic product. This research will examine that there is positive relationship between perception and buying green cosmetic behaviour.H5. Brand perception is a significant factor influencing Thai women buying green cosmetics.H6. CSR perception is a significant factor influencing Thai women buying green cosmetics.